How to Capture Qualitative User Behavioural Data

Advanced qualitative analytics has become an essential tool to understand the real behaviour of users on digital assets. Unlike traditional analytics, which prioritises numbers and general metrics such as visits, conversions or bounce rates, this methodology focuses on the “why” behind users’ actions. The goal is not just to know what is happening, but to identify the underlying reasons behind specific behaviours, barriers, friction points and opportunities along the customer journey.

By focusing on the qualitative side, organisations can gain key insights that improve user experience, optimise processes and refine digital marketing strategies. But how is this type of information captured and what tools or techniques can facilitate this analysis?

 

Direct observation of user behaviour

To begin with, one of the fundamental pillars of qualitative analytics is to observe the actual behaviour of users on your digital assets. Tools such as session recordings and heat maps are particularly useful in this regard. Platforms such as Hotjar or Crazy Egg allow you to identify how users navigate your website: where they click, how long they spend on certain sections and at what point they leave. This direct observation reveals obvious barriers, such as confusing forms, long loading times or unintuitive design.

 

How to capture data on user thoughts and emotions

However, capturing qualitative data goes beyond what users do on your platform; it also involves understanding what they think and feel. Open-ended surveys are ideal for this purpose. Asking users directly, for example, what problem they were trying to solve or what prevented them from completing a specific action provides valuable information that is difficult to infer from traditional metrics. These surveys can be distributed proactively after a specific interaction, such as at the end of a purchase, or via pop-up windows on the site.

 

Use of in-depth interviews to get to know the user

Another complementary approach is in-depth interviews, where you can explore your customers’ experiences in more detail. These interviews are especially useful in the B2B environment, where decisions are often complex and influenced by multiple factors. By talking directly to current customers or prospects, you can identify patterns in their needs, expectations and frustrations.

 

Analysing the customer journey

Analysis of qualitative data not only reveals points of friction, but also helps to uncover opportunities in the customer journey. For example, you might find that certain groups of users abandon a form because they don’t know key information about your service, indicating a need for clearer and more accessible content. Or you might find that users are hesitant to download a free resource because they do not trust how their personal data is handled, highlighting the importance of communicating your privacy policies more effectively.

 

Analysing customer service interactions

The qualitative approach also includes analysing the interactions that users have in customer service channels, whether through support tickets, live chats or emails. These interactions are often loaded with direct insights about recurring problems or unmet needs. In addition, monitoring social media and forums related to your industry can complement this data, helping you to identify relevant conversations about your brand or your competitors.

 

 

Finally, all this work requires rigorous analysis. Tools such as Content Square, Quantum Metric and Acoustic’s Tealeaf are ideal for centralising and categorising the information obtained, allowing for more detailed and efficient analysis. These platforms are designed to manage large volumes of qualitative data and provide key insights into user behaviour. With them, you can identify patterns, friction points and recurring themes throughout the customer journey, facilitating data-driven decision making.

In short, advanced qualitative analytics not only analyses the what, but digs deeper into the why behind user actions. This allows organisations to identify barriers, uncover opportunities and significantly improve the customer experience. Implementing this approach may seem complex at first, but the insights gained have the potential to transform your digital marketing strategy and make it more effective and focused on the real needs of your customers.

 

If you have not yet incorporated this methodology in your analysis, now is the time to start. The value lies in the details and at Luce we can help you. Contact our team for more information.

 

 

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