Championing Qualitative Research: Replacing Quantitative Bias with Qualitative Value

Learn to identify “quantitative bias” so you can practice and communicate about qualitative research according to its unique value.

INSTRUCTOR: Jenny Gove (Global Head of UX Research and Content Strategy, Google Pay and Payments)


SCHEDULE:  Monday, October 11, 4–7:00 pm US Pacific Time (UTC-7) / October 12 in Asia Pacific convert time zone


The quantification of qualitative data is a source of endless confusion about the value of research. You’ve heard it before: “But there were only 8 participants!”  

Despite the long and rigorous tradition of qualitative research, practitioners continue to face challenges to the validity and significance of their findings. This tutorial examines the way small scale research is planned, how data is collected, how it is analyzed and presented to identify where quantitative bias and thinking creeps into our work without us noticing it.

That a quantitative perspective is often unwittingly brought into qualitative work is totally understandable, as we live in a society where ‘quant is king’. This tutorial helps us better recognize that. Whether you’re a practitioner, manager or teacher of qualitative techniques, the tutorial will help you to identify the ways that we are bringing quantification into our qualitative research. It is not only about bringing numbers into our reporting; there are many more subtle ways that we convey quantification, and usually we are not aware that we are doing it. This tutorial explains why many stakeholders dismiss qualitative work, and equips us to change that so that our research is rarely if ever dismissed.

In this tutorial we will:

  • Identify 6 distinct qualitative data presentation errors, based in quantification-creep
  • Understand why we make these mistakes
  • Identify product issues without quantitative bias.
  • Explore practical implications for recruiting, study moderation, analysis, and reporting


Jenny Gove leads UX Research and Content Strategy for Payments and Google Pay. Previously Jenny managed the Apps, Social, and Ads Design Research teams at Google. Prior affiliations include Sun Microsystems, Zadu, and the Open University, UK. She received her PhD from the University of Southampton in the UK.

How to Register

Tutorials are open to EPIC2021 attendees on a first-come, first-served basis. Buy a ticket during conference registration, or add a ticket to your existing registration: