# Measuring vs. Understanding

- Link: https://www.solmesz.com/articles-en/measuring-vs-understanding-metrics-is-not-quantitative-research
- Published: 2024-07-08T18:59:19-03:00
- Author: Sol Mesz

[(Leer en Español)](https://www.solmesz.com/es/articulos/medir-vs-entender-metricas-no-es-research-cuantitativo)

During my [design metrics class](https://www.solmesz.com/course-metrics-design) 
we were discussing the difference between output and outcome metrics when someone
asked “_the reason people drop off in the funnel, is an outcome or an output metric?_“.

I was initially confused by this question, but then I realized why: it was conflating
metrics with research.

 * The **reasons** why people abandon have to do with **research**.
 * The **number** of users who abandon has to do with **metrics**.

Upon further reflection, I realized that the question stems from a common misconception:**
conflating the process of measuring product performance with the process of understanding
user behavior.**

> Metrics are used to measure the performance of the product, while quantitative
> research is used to understand user behavior.

Measuring the performance of a product helps to understand what is happening with
the product and **evaluate** the outcome of design decisions, while the research
process helps to understand what is happening to users and to **inform** design 
decisions.

**Metrics are related to the product. Research is related to the user.**

## **Metrics vs. User Research: Key Distinctions**

Metrics and user research serve distinct purposes and employ different methodologies.
Here’s a breakdown of their key differences:

### ** ****They have different objectives:**

 * **Metrics** seek to evaluate product performance against specific goals. It **
   uses** metrics to measure that outcome.
 * **Quantitative research** seeks to understand users’ needs, motivations, and 
   behaviors. It **generates**

### **They have different scopes:**

 * **Metrics** show what happened.
 * **Quantitative research** provides insights into the causes behind the observed
   performance.

### **They are used at different times and with different frequencies:**

 * Metrics are used periodically for ongoing tracking.
 * **Quantitative research** is carried out at specific points in time to address
   particular questions.

### **They require different skills:**

 * **Metrics** require data analysis, interpretation, and visualization skills.
 * **Quantitative research** requires expertise in research methodologies, data 
   collection, and statistical analysis.

### **They have different uses and impacts:**

 * **Metrics **enable data-driven decisions for product optimization and improvement.
 * **Quantitative research **informs strategic decisions with a long-term perspective.

## **In Summary**

It is important to understand both the difference and complementary nature of metrics
and user research.

The process of measuring is different from the process of research:

 * **Measuring** a **product’s** performance helps to **understand** what is happening
   with the product and **evaluate** the outcome of design decisions,
 * While the **research process** helps to **understand** what is happening to **
   users** and to **inform** **design decisions**.

Despite being different processes, they are complementary, and the information generated
by each one informs and feeds back into the other.