How many users are enough in user research?

The British consumer cooperative Co-op uses both qualitative and quantitative approaches to make decisions about products. While quantitative research is best when you want to understand the scale of something (such as how many users do X or Y, or how much of something is being used), qualitative methods are better if you want to understand why people do something and how they do it.

In a blog post James Boardwell, Co-op user researcher at CoopDigital, explores the topic of sample sizes.