Qualitative Research
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Qualitative insights at the speed of your business
Conveo automates video interviews to speed up decision-making.
Definition:
A/B testing is a research method used in UX research and product development to evaluate two variants, typically labelled A and B, by exposing different user groups to each and measuring their responses. The goal is to identify which version drives better outcomes, whether that means higher task completion, stronger comprehension, or greater user satisfaction. In UX research, A/B testing is often combined with qualitative methods to understand not just which variant wins, but why users respond differently to each. This combination of quantitative signal and qualitative depth gives enterprise teams a more complete picture of user behaviour and preference.
How Conveo Does It
Conveo supports the qualitative layer of A/B testing by running AI-moderated video interviews with real participants, not synthetic respondents or AI avatars, to uncover the reasoning behind user preferences between variants. Teams can launch a study in under 30 minutes and receive rich, analysed findings within days, making it practical to run qualitative follow-up research alongside live A/B tests at enterprise scale without sacrificing speed or rigour.
Related terms.
Qualitative Research
Focus Groups
A method for identifying and organizing patterns of meaning across qualitative data sets.
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Qualitative Research
In-Depth Interview
A method for identifying and organizing patterns of meaning across qualitative data sets.
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Qualitative Research
Ethnography
A method for identifying and organizing patterns of meaning across qualitative data sets.
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Frequently asked questions.
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