What is the difference between qualitative and quantitative research in UX?

The correct distinction between qualitative and quantitative research in UX lies in their fundamental focus and methodologies. Qualitative research is centered around understanding user experiences, behaviors, motivations, and emotions through techniques such as interviews, usability tests, and focus groups. This type of research delves into the "why" and "how" of user interactions, providing rich, descriptive insights that can help inform design decisions.

In contrast, quantitative research is concerned with gathering numerical data that can be measured and analyzed statistically. It often employs methods like surveys with closed-ended questions or analytics that yield data on user interactions, such as click rates or time spent on a page. This approach focuses on the "what" and "how many," allowing researchers to identify trends and patterns in user behavior through statistical analysis.

Ultimately, option B accurately captures this differentiation by stating that qualitative research focuses on user experiences, while quantitative research gathers numerical data. This understanding is pivotal for UX practitioners, as both types of research are essential in creating a well-rounded view of user needs and preferences.