NNGroup Qualitative Research and Research Methods Toolbox (Method Landscape / Interviews / Empathy Map / Sample Size / Task Design / Moderation / Expert Evaluation / Workshops / Ethics)
26 curated articles from Nielsen Norman Group's 'Qualitative Research' topic — effectively a complete UX research methods toolbox. Covers the four-quadrant method landscape (attitudinal what users say vs behavioral what users do × qualitative questions vs quantitative data, plus formative/summative/remote) and when to use which method; interviews (User Interviews 101 + the funnel technique: start broad and open, then narrow to closed questions, avoid leading too early); turning research into deliverables (Says-Thinks-Does-Feels empathy maps + user need statements: [User] needs [verb-based need] in order to [goal]); sample size (qualitative research relies on saturation, start with 5–6 participants and add dynamically; card sorting needs 15 people for r=0.90); usability task writing (qualitative open exploration vs quantitative single correct answer · randomization · dummy data); 10-step moderation checklist (say 'research' not 'test' + think-aloud protocol); expert evaluation without real users (3–5 independent evaluators for heuristic evaluation · cognitive walkthroughs assess learnability · 5-level severity rating · error message scoring rubric); UX workshops (meetings vs workshops · 5 types · 7 core activities · including users); research ethics (informed consent · screening criteria Inclusion-Exclusion-Diversity + recruitment matrix · 5 steps to democratizing research).