What is qualitative analysis? Metrics, data and examples

Published on November 8, 2018.

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We always focus on trying to collect most numbers as possible to understand metrics and data surrounding the app. Numbers are important, but they are nothing alone. While  quantitative analysis can take care of numbers, there is yet another metric to study its performance.

It’s known by qualitative analysis. More than analysing the number of downloads, conversions, retention, installs and uninstalls, qualitative analysis is used to study the behavior of the user inside your app, showing how your app is used.

What exactly is qualitative analysis?

With qualitative analysis the goal is to capture things that numbers cannot: the mind of the user. It is possible because users normally show how they feel when they use the app. This analysis can also help identify trends and ideas regarding who is using the app.

It can be discovered using tools that observe user experience and how it can affect app performance. With this, it’s possible to identify what is important and how it works in the app and at the same time what it’s not.

For example, if the user just accesses your app one time and finishes the session early  normal, it can be a signal that something spoiled their user experience. All of the data collected passes by a study to understand what it means to get results.

How to do that?

A smart way to understand what users are thinking about your app is a common strategy that you probably already know about: the feedback. Users are more willing to talk about the brands they appreciate.

But do you really think that just a general feedback from users is enough to analyze the experience for all of them? If you use only this information, your qualitative analysis will be weak.

It’s more useful create an open channel with all users, with this they will have the opportunity to be connected with the app and when they want to resolve any problem, everything will pass to you, it will not be necessary to wait for feedback.

There are some tools that allows the user send screenshots of the app to explain the problem exactly, helping the responsible person of the app to resolve the situation.

Data and examples about qualitative analysis

According to research from the site AppSee, more than 60% of the apps in the app stores nowadays depends on qualitative analysis to create strategies and improve user experience.

This is important because all of the other factors inside the app store help with analysis:

This results represents that at most the app knows the user that it has, they will have a better performance and consequently good numbers in the app store. From the moment we know what we have inside the numbers, the results start to appear.

Before the apps be what they are now (a necessity to the users) the qualitative analysis stops to be just a tool and starts to be very important to improve the performance of the app.

In conclusion, when developers are analysing KPI’s to understand the usability of the app, they can not be superficial and use just the feedback to define this data. It’s truly important to combine the qualitative analysis with the opinion of the user.

With this, it is possible to see exactly what the app is for your user and, more than that, how they use that in your favour. The feedback has to be a complement, while the qualitative analysis, a general panorama to improve the strategies of the app.

It’s nice to remember the importance of ASO in this process because all the strategies and choices taken affects the way you do your optimization to be in the ranking and get downloads.

So thinking about your strategies with numbers and impressions, what do you think about having an app marketing to help you with this? Contact RankMyApp!

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