Types of data in UX metrics

Independent variables - you can control in your studies (e.g. age of participants)

Dependent variables: you cannot control, you get as a result of the experiment (e.g. success rate)

Data types:

• nominal/categorical: unordered groups (e.g. gender). Cannot be compared against each other
• ordinal: it can be compared against each other but the distance between the values is not meaningful (e.g. excellent, good, fair, poor)
• interval: differences between values are meaningful but there is no 0 point (e.g. freezing point of water is not the absence of heat)
• ratio: they have an absolute 0 (e.g height)