Qualitative sampling of an online survey

February 06, 2025 17:27

Learn how to gather fuller insights behind survey answers when you ask participants to answer your questions out loud.

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What is a qualitative sampling of an online survey?

The data you get from a survey typically just includes the answers, not a participant's thought process as they answer the questions.
A qualitative sampling of a survey is when a portion of the total respondents record themselves thinking out loud as they complete an online survey.

Surveys are great quantitative tools that can measure user engagement, perception, preference, and market needs.
Recording a portion of an online survey sample through the UserTesting platform provides richer data about people’s thoughts, feelings, and behaviors as they answer questions.

A qualitative sampling of an online survey can be conducted at any time during the life cycle of a product. However, it is typically done...
- Before development, as a way to gather requirements.
- During design, so as to gather participant thoughts and feedback.
- After the site or product has been launched, to gather feedback on how, when, and why people use it.
We ask participants to record themselves using the UserTesting platform while they complete an online survey. The survey can be set up through UserTesting's integration with Qualtrics.


Want to learn more? Check out these Knowledge Base articles... Surveys with UserTesting Surveys	Interested in growing your skills? Check out our University courses... Build a survey with UserTesting Instilling a qualitative mindset

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