Attitudinal vs. Behavioral Research in UX

Summary: Attitudinal research captures user opinions and feelings in the form of self-reported data; behavioral research observes user actions.

Attitudinal and behavioral research methods in UX provide distinct yet complementary insights into user interactions with products and services. Much like the difference between qualitative and quantitative research methods, both are valuable and differ in approach and procedure.

Definitions of Attitudinal and Behavioral Research

Attitudinal research delves into the subjective experiences, preferences, expectations, and feelings of users, aiming to understand the 'why' behind their opinions and attitudes.

Attitudinal research gathers self-reported data from participants by asking questions about their thoughts, feelings, and opinions about a product or service.