Qualitative vs quantitative research

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.developermarketing.io/assets/built/screen.css?v=3ccf9f31c8" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>Qualitative vs quantitative research</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.developermarketing.io/assets/built/screen.css?v=3ccf9f31c8" /> <meta name="author" content="Emma Bilardi"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="bqZesCFCcPJXif3lu86TptwIYpDbM6WX";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Emma Bilardi"; primary_tag = "Business to Developer"; authors.push("Emma Bilardi") tags.push("Business to Developer") analytics.addSourceMiddleware(checkUserId); analytics.load('bqZesCFCcPJXif3lu86TptwIYpDbM6WX', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'DMA' } }); }}(); </script> <meta name="description" content="Data analysis is a broad and often complex subject to get to grips with, as it can overwhelm even the most capable of product or developer marketers."> <link rel="icon" href="https://www.developermarketing.io/content/images/size/w256h256/2024/07/android-chrome-192x192--2-.png" type="image/png"> <link rel="canonical" href="https://www.productmarketingalliance.com/qualitative-vs-quantitative-research/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Developer Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="Qualitative vs quantitative research"> <meta property="og:description" content="Data analysis is a broad and often complex subject to get to grips with, as it can overwhelm even the most capable of developer marketers. In an attempt to simplify these misunderstood methods, let’s break them down into two different types of data: qualitative and quantitative."> <meta property="og:url" content="https://www.productmarketingalliance.com/qualitative-vs-quantitative-research/"> <meta property="og:image" content="https://www.developermarketing.io/content/images/size/w1200/2022/11/pexels-johnmark-smith-273936.jpeg"> <meta property="article:published_time" content="2022-11-01T09:00:42.000Z"> <meta property="article:modified_time" content="2022-11-04T08:58:00.000Z"> <meta property="article:tag" content="Business to Developer"> <meta property="article:publisher" content="https://www.facebook.com/Dev-Mar-Com-104156045444631"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="Qualitative vs quantitative research"> <meta name="twitter:description" content="Data analysis is a broad and often complex subject to get to grips with, as it can overwhelm even the most capable of developer marketers. In an attempt to simplify these misunderstood methods, let’s break them down into two different types of data: qualitative and quantitative."> <meta name="twitter:url" content="https://www.productmarketingalliance.com/qualitative-vs-quantitative-research/"> <meta name="twitter:image" content="https://www.developermarketing.io/content/images/size/w1200/2022/11/pexels-johnmark-smith-273936.jpeg"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Emma Bilardi"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Business to Developer"> <meta name="twitter:site" content="@DevMarCom"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="800"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "Developer Marketing Alliance", "url": "https://www.developermarketing.io/", "logo": { "@type": "ImageObject", "url": "https://www.developermarketing.io/content/images/2024/07/DMA-FULL-LOGO-SECONDARY--ON-WHITE-.png" } }, "author": { "@type": "Person", "name": "Emma Bilardi", "image": { "@type": "ImageObject", "url": "https://www.developermarketing.io/content/images/2022/07/emma-bilardi.jpeg", "width": 300, "height": 447 }, "url": "https://www.developermarketing.io/author/emma-bilardi/", "sameAs": [] }, "headline": "Qualitative vs quantitative research", "url": "https://www.developermarketing.io/qualitative-vs-quantitative-research/", "datePublished": "2022-11-01T09:00:42.000Z", "dateModified": "2022-11-04T08:58:00.000Z", "image": { "@type": "ImageObject", "url": "https://www.developermarketing.io/content/images/size/w1200/2022/11/pexels-johnmark-smith-273936.jpeg", "width": 1200, "height": 800 }, "keywords": "Business to Developer", "description": "Data analysis is a broad and often complex subject to get to grips with, as it can overwhelm even the most capable of developer marketers. In an attempt to simplify these misunderstood methods, let’s break them down into two different types of data: qualitative and quantitative.", "mainEntityOfPage": "https://www.developermarketing.io/qualitative-vs-quantitative-research/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="Developer Marketing Alliance" href="https://www.developermarketing.io/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.developermarketing.io/" data-key="2be6d1425f40575bfdfe2cf338" data-api="https://developer-marketing-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="2be6d1425f40575bfdfe2cf338" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://developer-marketing-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.developermarketing.io/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=3ccf9f31c8"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=3ccf9f31c8"> <script defer src="/public/comment-counts.min.js?v=3ccf9f31c8" data-ghost-comments-counts-api="https://www.developermarketing.io/members/api/comments/counts/"></script> <script defer src="/public/member-attribution.min.js?v=3ccf9f31c8"></script><style>:root {--ghost-accent-color: #4f36d6;}</style>  <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>   <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-PCKTC3B');</script>  <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("Y46DJ4H4P361");}();</script>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"bottom","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>  <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script>  <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js"></script>  <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> window.proPlusStripeIdList = [ 'price_1NY9D7Eo1YJVPydUpWRGoVGF', 'price_1NizPIEo1YJVPydULbBhp8Lm' ]; </script> <script> var eventsList = [ { 'title': 'Developer Relations Summit', 'date': 'December 3', 'location': '<b>Virtual Summit</b>', 'url': 'https://virtual.developermarketing.io/' }, { 'title': 'Developer Marketing Summit', 'date': 'Catch up OnDemand', 'location': '<b>Online</b>', 'url': 'https://www.developermarketing.io/developer-marketing-summit-nov-2022-ondemand/' }, { 'title': 'Developer Marketing Summit', 'date': 'Catch up OnDemand', 'location': '<b>San Francisco</b>', 'url': 'https://www.developermarketing.io/developer-marketing-summit-san-francisco-2022/' }, { 'title': 'Developer Marketing Summit, March 22', 'date': 'Catch up OnDemand', 'location': '<b>Online</b>', 'url': 'https://www.developermarketing.io/developer-marketing-summit-march-2022-ondemand/' }, ]; </script> <script> window.topNav = [ { name: 'Membership', itemList: [ { name: 'Membership plans', url: '', desc: 'Pick your path', itemList: [ { name: 'Pro membership', url: '/pro-membership/' }, { name: 'Pro+ membership', url: '/pro-plus-membership/' }, { name: 'Team membership', url: '/teams/' } , { name: 'Your taster pack', url: '/your-dma-taster-pack/' } ] }, { name: 'What is included?', desc: 'All you need to succeed', itemList: [ { name: 'Templates & frameworks', url: '/templates-frameworks/' }, { name: 'OnDemand videos', url: '/developer-marketing-ondemand/' }, { name: 'Exclusive content', url: '/tag/exclusive-articles/' }, { name: 'Member perks', url: '/member-perks/' } ] }, { name: 'Take a peek inside', url: '', desc: 'See what the fuss is about', itemList: [ { name: 'Freemium membership', url: '/insider-membership-plan/' }, { name: 'Membership release notes', url: '/whats-new-in-the-developer-marketing-alliance-membership-plans/' } ] }, ] }, { name: 'Certification', itemList: [ { name: 'Developer Marketing Core', desc: 'The essentials of developer marketing', itemList: [ { name: 'Developer Marketing Certified: Core', desc: 'The A to Z of developer marketing', url: 'https://learn.developermarketing.io/course/developer-marketing-certified-core' }, { name: 'View all courses', url: 'https://learn.developermarketing.io/courses' }, ] }, { name: 'Masters Certified', desc: 'Be the go-to expert', itemList: [ { name: 'Developer Relations Certified: Masters', url: 'https://learn.developermarketing.io/course/developer-relations-certified-masters' }, { name: 'Developer Research Certified: Masters', url: 'https://learn.developermarketing.io/course/developer-research-certified-masters' }, { name: 'Digital Developer Marketing Certified: Masters', url: 'https://learn.developermarketing.io/course/digital-developer-marketing-certified-masters' }, { name: 'Developer Content Marketing Certified: Masters', url: 'https://learn.developermarketing.io/course/developer-content-marketing-certified-masters' }, { name: 'Developer Journeys Certified: Masters', url: 'https://learn.developermarketing.io/course/developer-journeys-certified-masters' }, { name: 'View all Masters', url: 'https://learn.developermarketing.io/courses' }, ] }, ] }, { name: 'Resources', itemList: [ { name: 'Content hub', desc: 'DevMar insights on tap', url: '#', itemList: [ { name: 'Articles', url: '/articles/' }, { name: 'Reports', url: '/all-developer-marketing-alliance-reports/' }, { name: 'Guides', url: '/tag/guides/' }, { name: 'Playbooks', url: '/tag/playbooks/' }, { name: 'Podcasts', url: 'https://alliance.ghost.io/podcasts/?filter=podcast-filter-community-devmar' }, { name: 'YouTube', url: 'https://www.youtube.com/@developermarketingalliance' }, { name: 'Newsletter', url: '/newsletter/' }, { name: 'Success stories', url: '/tag/success-stories/' } ] }, { name: 'Research & reports', desc: 'All the intel you need', url: '#', itemList: [ { name: 'AI in Community Management Playbook', desc: 'Get the playbook', url: '/ai-in-community-management-playbook/' }, { name: 'Landscape & Salary Survey 2024-25', desc: 'Have your say', url: '/big-developer-marketing-survey/' }, { name: '6 content marketing hacks for developer marketers', desc: 'Get your copy', url: '/six-content-marketing-hacks-for-developer-marketers-ebook/' }, { name: 'State of Developer Marketing 2023/24', desc: '', url: '/state-of-developer-marketing/' }, { name: 'Tools of Choice Report', desc: '', url: '/developer-marketing-tools-of-choice-report/' }, { name: 'Developer Relations Playbook', desc: '', url: '/the-developer-relations-playbook/' }, { name: 'How Developers Think: A Persona Playbook', desc: '', url: '/how-developers-think-a-persona-playbook/' }, { name: 'Guide to Developer and Community Engagement', desc: '', url: '/guide-to-developer-community-engagement/' }, { name: 'All reports', url: '/all-developer-marketing-alliance-reports/' } ] }, { name: 'Guides', desc: 'Dive into the essentials', url: '/tag/guides/', itemList: [ { name: 'Developer communities', url: '/everything-you-need-to-know-about-developer-communities/' }, { name: 'Developer marketing (B2D)', url: '/your-guide-to-developer-marketing/' }, { name: 'Developer personas', url: '/the-complete-guide-to-developer-personas/' }, { name: 'Developer relations (DevRel)', url: '/what-is-developer-relations-devrel/' }, { name: 'Developer experience', url: '/what-is-developer-experience-devex/' }, { name: 'B2D product positioning', url: '/the-b2d-guide-to-product-positioning/' }, { name: 'SaaS marketing', url: '/what-is-saas-marketing/' }, { name: 'Free essential templates', url: '/4-essential-templates-for-successful-developer-marketers/' }, { name: 'Frequently asked questions', url: '/frequently-asked-questions/' }, { name: 'All guides', url: '/tag/guides/' } ] }, { name: 'Best of the rest', desc: 'Highlights from elsewhere', url: '/', itemList: [ { name: 'DMA framework', desc: 'Download the framework', url: '/developer-marketing-framework/' }, { name: 'DMA IQ test', desc: 'Developer marketing competency test', url: 'https://www.developermarketing.io/developer-marketing-iq/' }, { name: 'Newsletter', desc: 'Monthly developer marketing insights', url: '/newsletter/' }, ] }, ] }, { name: 'Events', itemList: [ { name: 'Virtual events', desc: 'Any time, any place', url: '#', itemList: [ { name: 'DMAnow: Live LinkedIn Webinar', desc: 'Webinar', url: '/tag/dmanow/' }, { name: 'AMA: Katie Miller | Proving business impact', desc: 'December 2-6', url: 'https://developer-marketing-alliance.circle.so/c/ama/dec2' }, { name: 'Developer Relations Summit', desc: 'December 3', url: 'https://virtual.developermarketing.io/' }, ] }, { name: 'In-person events', desc: 'Events all over the world', url: '#', itemList: [ { name: 'Global event calendar', url: 'https://events.developermarketing.io/', target: '_blank' }, ] }, { name: 'Quick links', desc: 'Plan ahead or catch up', url: '#', itemList: [ { name: 'Apply to speak at our events', url: '/developer-marketing-alliance-call-for-speakers/', target: '_blank' }, { name: 'All events', url: 'https://live.developermarketing.io/', target: '_blank' }, ] } ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'Slack community', url: '/join-the-developer-marketing-alliance-community/' }, { name: 'Meetups', url: '/dma-in-person-meetups/' }, { name: 'Meet the ambassadors', url: '/meet-the-ambassadors/' } ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'Developer Marketing Alliance LinkedIn', url: 'https://www.linkedin.com/company/developer-marketing-alliance/' }, { name: 'Developer Marketing Alliance Awards | 2024 Finalists', url: 'https://www.developermarketing.io/developer-marketing-awards-2024-your-finalists/' }, { name: 'Become an ambassador', url: '/become-dma-ambassador/' }, { name: 'Customer Advisory Board', url: '/developer-marketing-alliance-customer-advisory-board/' } ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '#', itemList: [ { name: 'Mission', url: '/about-developer-marketing-alliance/' }, { name: 'Partner with us', url: '/partner-with-us/' }, { name: 'Contact', url: '/contact/' } ] }, { name: 'Our people', desc: 'The crew behind our community', url: '#', itemList: [ { name: 'Meet the Developer Marketing Alliance team', url: '/meet-the-team/' }, { name: 'Create & contribute', url: '/create-contribute/' } ] }] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script> <script> if (window.location.pathname === '/articles/') { document.title = 'Developer marketing articles | Developer Marketing Alliance'; } </script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-business-to-developer"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/07/DMA-FULL-LOGO-SECONDARY--ON-WHITE-.png" alt="Developer Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/signup">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/developer-marketing">Developer Marketing</a> <a href="/tag/developer-communities">Developer Communities</a> <a href="/tag/developer-relations">Developer Relations</a> <a href="/tag/product-adoption-and-customer-success">Product adoption</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/developer-marketing-alliance/" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/DevMarAlliance" target="_blank" rel="noopener"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/Developer-Marketing-Community-104156045444631/" target="_blank" rel="noopener"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/developermarketingalliance/" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://dev-mar-com.slack.com/join/shared_invite/zt-10ogsse5h-HzlGgf8ln_ButCSJzwJRcw#/shared-invite/email" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://www.youtube.com/@developermarketingalliance/videos" target="_blank" rel="noopener"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.tiktok.com/@dm_alliance" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-business-to-developer "> <section class="post-full-content Business to Developer"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2022-11-01">1 November 2022</time> <span class="reading-time">6 min read</span> </section> <h1 class="post-full-title">Qualitative vs quantitative research</h1> <section class="post-full-meta"> <a href="/tag/business-to-developer/">Business to Developer</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/emma-bilardi/"> <img class="author-profile-image" src="/content/images/size/w300/2022/07/emma-bilardi.jpeg" alt="Emma Bilardi" /> <section class="author-card-content"> <h4 class="author-card-name">Emma Bilardi</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2022/11/pexels-johnmark-smith-273936.jpeg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Data analysis is a broad and often complex subject to get to grips with, as it can overwhelm even the most capable of product and <a href="https://www.developermarketing.io/your-guide-to-developer-marketing/">developer marketers</a>. In an attempt to simplify these misunderstood methods, let’s break them down into two different types of data: qualitative and quantitative.</p><p>In this article, we’ll be weighing up their benefits and deciding which is better for analysis, but first, let’s take a look at the definition and the key differences between the two.</p><hr><a href="https://certified.developermarketing.io/p/developer-research-certified-masters?ref=developermarketing.io"> <img src="https://www.developermarketing.io/content/images/size/w1600/2022/11/DMA_CTA_Certified_Banners_2.jpeg"> </a> <p></p><hr><h3 id="what-is-quantitative-data"><strong>What is quantitative data?</strong></h3><p>Quantitative research includes cold, hard facts that can be easily converted into graphs and charts. The research is usually carried out using <a href="https://www.developermarketing.io/developer-relations-10-tips-for-running-successful-developer-surveys/">surveys and questionnaires</a> with closed-ended questions, yes or no questions, checkbox or multiple-choice questions, and questions with intervals or ratios.</p><p>It’s structured, statistical, and number-based.</p><h3 id="what-are-the-benefits-of-quantitative-data"><strong>What are the benefits of quantitative data?</strong></h3><p>Quantitative data is useful for conclusive answers, it’s easy to analyze and can help prove or disprove hypotheses. The questions are also quicker and easier to answer, so you’re more likely to get more responses.</p><h3 id="what-is-qualitative-data"><strong>What is qualitative data?</strong></h3><p>Qualitative data is non-statistical and consists of impressions, opinions, and views. It’s generally used to answer ‘why’ questions. It’s investigative in nature and asks open-ended questions.</p><p>Qualitative data can be generated through:</p><ul><li>Texts and documents</li><li>Audio and video recordings</li><li>Images and symbols</li><li>Interview transcripts and focus groups</li><li>Observations and notes</li></ul><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/image-40.png" class="kg-image" alt loading="lazy" width="758" height="350"></figure><h3 id="what-are-the-benefits-of-qualitative-data"><strong>What are the benefits of qualitative data?</strong></h3><p>Qualitative research gives you a deeper insight into the motivations behind the statistics. It’s used to theorize and interpret, and instead of asking how many people buy your product, it asks <strong><strong>why</strong></strong> they buy or why they’re not buying it.</p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/image-39.png" class="kg-image" alt loading="lazy" width="758" height="333"></figure><h3 id="which-is-better-for-analysis"><strong>Which is better for analysis?</strong></h3><p>Whether or not you decide to use qualitative or quantitative research will depend on the results you’re looking for.</p><p>If, for example, your product was an app that maps bike routes, using qualitative questions like “What do you think of our app?” will lead to many, many different answers, they might focus on speed, responsiveness and price, which could actually be really invaluable information for you to look at.</p><p>However, if you want a specific question answering, like:</p><p>“How responsive is this app?”</p><ol><li>Super responsive</li><li>Sometimes responsive</li><li>Not at all</li></ol><p>Quantitative data is your best bet.</p><h3 id="how-to-gather-qualitative-data"><strong>How to gather qualitative data</strong></h3><p>We’d wholeheartedly recommend you conduct any qualitative research on the phone or by talking to people in-person. By seeing and/or hearing the interviewee you’ll be able to gauge their true inflections.</p><p>Do they sound happy or disgruntled? Do they sigh before mentioning a certain event? All of these things can change the intent behind someone’s answer, and all of them can go unnoticed without human interaction.</p><p>There are times when qualitative research can also lead to quantitative data, for example, win-loss interviews and <a href="https://www.developermarketing.io/the-science-behind-feedback-gathering-from-developers/">feedback</a> calls.</p><p>Although you’ll have a standard set of questions these call’s rarely stay on script, a particular answer will trigger another question or will warrant a deeper analysis, and this kind of data is invaluable and not something that a survey can offer the opportunity to explore.</p><h3 id="generative-vs-evaluative-research"><strong>Generative vs evaluative research</strong></h3><p>There are typically two types of qualitative research you’ll come across as a product marketer, generative and evaluative (sometimes referred to as exploratory and discovery).</p><p>Generative research is usually led by product marketing and involves developing a deeper understanding of users so that you can pre-empt problems and offer solutions, as well as driving innovation. This type of research influences product roadmaps and strategies.</p><p>Evaluative research, on the other hand, is usually owned by product management and involves testing your existing solution to see if it meets the user's needs.</p><p>This type of research should be conducted throughout the development lifecycle, from early concept design to the final site, app or product, to ensure what you’re building will actually be used and benefit the end-user.</p><hr><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.developermarketing.io/go-to-market-how-to-launch-an-api-into-a-market-and-keep-it-there/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Go-to-market: how to launch an API into a market and keep it there</div><div class="kg-bookmark-description">How can you successfully bring an API to market? And what’s your to-do list once it’s launched?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.developermarketing.io/content/images/size/w256h256/2021/07/DMC-33_logomark_square-02-1.png" alt=""><span class="kg-bookmark-author">Developer Marketing Alliance</span><span class="kg-bookmark-publisher">Nick Knuppe</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.developermarketing.io/content/images/2022/04/nasa-dCgbRAQmTQA-unsplash.jpg" alt=""></div></a></figure><p></p><hr><h3 id="how-are-product-marketers-using-qualitative-and-quantitative-data"><strong>How are product marketers using qualitative and quantitative data?</strong></h3><p>We reached out to our Slack Community to find out which areas qualitative and quantitative research comes into play, here’s what they had to say:</p><p><strong><strong>Testing messaging</strong></strong></p><blockquote><em>“Once you have your goal, target market, and value proposition, you can start testing messaging. This may be in focus groups six months before launch or in PPC pre-order tests, three months before launch or in customer interviews and follow-up surveys one year before launch...or in post-launch optimization tests.</em></blockquote><blockquote><em>“There are a lot of different ways to do this. One is to give different messages to focus groups representing the target segment to get them talking about the different angles. Another is to just interview target customers 1-on-1 to get their input. These are the qualitative aspects of message testing.</em></blockquote><blockquote><em>“Then you can consider quantitative aspects as a follow-up such as giving people surveys and asking them which of the four messages resonates most with them....or you could run A/B tests on Facebook ads and Google search ads.” - </em><strong><strong>Dekker Fraser, SaaS Marketing Consultant</strong></strong></blockquote><p><strong><strong>Post-launch feedback</strong></strong></p><blockquote><em>“A common practice is to generate a pop-up window after a few user sessions to ask t opinion; if they like you, invite them to leave a review on the app store (and then read it!), if they don't, solicit their feedback directly. </em></blockquote><blockquote><em>“Otherwise, if you want deep qualitative feedback, email some random customers directly and personally, and some will agree to give their opinion. How to use the findings, well, that's half of marketing making the most of data to position yourself.”<strong><strong>- </strong></strong></em><strong><strong>Jesse Friedman, Marketing and communications strategist</strong></strong></blockquote><p></p><blockquote><em>“You can get great quantitative feedback through a simple survey and then supplement by asking a few customers/users for feedback via a 30 min to one hour call.”</em> <strong><strong>-</strong></strong> <strong><strong>Jonathan Pipek, Product Marketer, Career Builder</strong></strong></blockquote><p><br><strong><strong>Creating buyer personas</strong></strong></p><blockquote><em>“A solid method to help you create buyer personas?If you have the time (and budget if you plan to go to an outside research firm) - is a combination of quantitative research, i.e. analyzing any data you have on your customer base and surveying existing customers and your hypothetical ideal prospects.</em></blockquote><blockquote><em>“And qualitative research - interviews with the same mix of current and prospective customers. Sales - and other internal customer-facing teams like customer success, support, etc. - is a decent proxy if you don't have time or budget. But you should absolutely find a way to interview some existing - and prospective - customers if at all possible.”</em> <strong><strong>- Lin Shearer, Founder & Principal Consultant, Spark Consulting</strong></strong></blockquote><hr><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.developermarketing.io/ideal-customer-profile-vs-buyer-personas/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Ideal customer profile vs buyer personas</div><div class="kg-bookmark-description">Developers are a unique audience, and your developer marketing strategies need to reflect that. This is where segmentation comes into play! Take a look at what ideal customer profiles and buyer personas are, their benefits, and how to create them.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.developermarketing.io/content/images/size/w256h256/2021/07/DMC-33_logomark_square-02-1.png" alt=""><span class="kg-bookmark-author">Developer Marketing Alliance</span><span class="kg-bookmark-publisher">Teresa Garanhel</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.developermarketing.io/content/images/2022/08/ux-indonesia-w00FkE6e8zE-unsplash.jpeg" alt=""></div></a></figure><p></p><hr><h2 id="want-to-learn-more"><strong>Want to learn more?</strong></h2><p>Market research is an invaluable part of not just product and developer marketing, but the overall organizational function. It helps us to understand what prompts the customer to purchase products within the market and, ultimately, identify how we can position our products in such a way that they stand out from the crowd.</p><p>Our <a href="https://certified.developermarketing.io/p/developer-research-certified-masters?ref=developermarketing.io">Market Research Certified: Masters</a> course has been designed to help you streamline your approach for success. By the end of this course, you’ll:</p><p>💪 Understand what developer research is and why it matters.</p><p>🧠 Gain a deeper knowledge of your audience.</p><p>🤝 Make the most of your developer community.</p><p>🧑‍💻 Master the art of engaging with developers (including pain points and advocacy).</p><p>So, what are you waiting for? <strong><a href="https://certified.developermarketing.io/p/developer-research-certified-masters?ref=developermarketing.io">Pre-order now</a>!</strong></p><hr><a href="https://certified.developermarketing.io/p/developer-research-certified-masters?ref=developermarketing.io"> <img src="https://www.developermarketing.io/content/images/size/w1600/2022/11/DMA_CTA_Certified_Banners_.jpeg"> </a>  </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--2-.png" alt="Developer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome developer marketing resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--2-.png" alt="Developer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/emma-bilardi/"> <img class="author-profile-image" src="/content/images/size/w300/2022/07/emma-bilardi.jpeg" alt="Emma Bilardi" /> <section class="author-card-content"> <h4 class="author-card-name">Emma Bilardi</h4> <p>Emma is a Manchester-based freelance writer. She's been writing for as long as she can remember, and in the last few years predominantly about product design. </p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/business-to-developer/">Business to Developer</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/the-role-of-product-marketers-in-achieving-product-market-fit/"> <img class="post-card-image" src="/content/images/size/w800/2024/06/ashkan-forouzani-m0l9NBCivuk-unsplash.jpeg" alt="The role of product marketers in achieving product-market fit" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/the-role-of-product-marketers-in-achieving-product-market-fit/"> <header class="post-card-header"> <h2 class="post-card-title">The role of product marketers in achieving product-market fit</h2> </header> <section class="post-card-excerpt"> <p>While founders traditionally lead the charge towards PMF, there's a growing conversation about the potential role of product marketers (PMMs) in this early-stage process....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">4 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/how-to-create-awesome-product-tours-your-customers-will-love-2/"> <img class="post-card-image" src="/content/images/size/w800/2024/05/jametlene-reskp-3Dtu6_XfqIk-unsplash.jpeg" alt="How to create awesome product tours your customers will love" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/how-to-create-awesome-product-tours-your-customers-will-love-2/"> <header class="post-card-header"> <h2 class="post-card-title">How to create awesome product tours your customers will love</h2> </header> <section class="post-card-excerpt"> <p>No one wants their customers to feel alienated and lost. Luckily, there’s a simple solution that can make your users feel right at home from the get-go, and they’re called product tours....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">9 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/what-is-product-messaging/"> <img class="post-card-image" src="/content/images/size/w800/2024/07/DMA_Framework_Tiles_messaging.jpg" alt="What is product messaging?" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/what-is-product-messaging/"> <header class="post-card-header"> <h2 class="post-card-title">What is product messaging?</h2> </header> <section class="post-card-excerpt"> <p>Without great positioning and messaging, your product may never reach your intended audience. But how can we define messaging?...</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">5 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.developermarketing.io"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--2-.png" alt="Developer Marketing Alliance icon" /> <span>Developer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">Qualitative vs quantitative research</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=Qualitative%20vs%20quantitative%20research&url=https://www.developermarketing.io/qualitative-vs-quantitative-research/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.developermarketing.io/qualitative-vs-quantitative-research/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.developermarketing.io/qualitative-vs-quantitative-research/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.12.3/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.12.3/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.developermarketing.io/assets/img/sales/DMA%20FULL%20LOGO%20WHITE.svg?v=3ccf9f31c8" /> </a> </div> <div class="site-footer-content-title"> The only dedicated and community resource specific to developer marketing. All the resources you need, all the expert insights you want. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/developer-marketing-alliance/" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/DevMarAlliance" target="_blank" rel="noopener"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/Developer-Marketing-Community-104156045444631/"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/developermarketingalliance/" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://dev-mar-com.slack.com/join/shared_invite/zt-10ogsse5h-HzlGgf8ln_ButCSJzwJRcw#/shared-invite/email" target="_blank" rel="noopener"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://www.youtube.com/@developermarketingalliance/videos" target="_blank" rel="noopener"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.tiktok.com/@dm_alliance" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/create-contribute/">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner-with-us">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about-developer-marketing-alliance/">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/articles">Articles</a></li> <li class="nav-tag" role="menuitem"><a href="/newsletter/">Newsletter</a></li> <li class="nav-home nav-current" role="menuitem"><a href="#">Podcasts</a></li> <li class="nav-tag" role="menuitem"><a href="#">Reports</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="https://events.developermarketing.io/" target="_blank">Events</a></li> <li class="nav-advisory-board" role="menuitem"><a href="#">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/join-the-developer-marketing-alliance-community/">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/developer-marketing">Developer Marketing</a> <a href="/tag/developer-relations">Developer Relations</a> <a href="/tag/product-adoption-and-customer-success">Product Adoption</a> <a href="/tag/business-to-developer">Business-to-Developer</a> <a href="/tag/developer-communities/">Developer Communities</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script> <script> var beamer_config = { product_id : 'UzGVPWEz44788', //DO NOT CHANGE: This is your product code on Beamer selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script>  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PCKTC3B" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <script> const myTimeout = setTimeout(myStopFunction, 1500); function myStopFunction() { var bannerElement = document.getElementById('hs-web-interactives-top-push-anchor'); if (bannerElement) { var navItemWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); if (navItemWrapper) { console.log("running"); navItemWrapper.forEach(item => { item.style.top = '75px'; }) } } } </script> <script type="text/javascript" src="https://www.developermarketing.io/assets/built/jquery.js?v=3ccf9f31c8" ></script> <script type="text/javascript" src="https://www.developermarketing.io/assets/built/jquery.fitvids.js?v=3ccf9f31c8" ></script> <script type="text/javascript" src="https://www.developermarketing.io/assets/built/ghost-lunr.js?v=3ccf9f31c8" defer></script> <script type="text/javascript" src="https://www.developermarketing.io/assets/built/search.js?v=3ccf9f31c8" defer></script> <script type="text/javascript" src="https://www.developermarketing.io/assets/js/events-calendar.js?v=3ccf9f31c8" defer></script> <script type="text/javascript" src="https://www.developermarketing.io/assets/%20built/jquery.fitvids.js?v=3ccf9f31c8"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg", user_type: "dma" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

Qualitative vs quantitative research