My impression is that it's all quantitative post-fact A/B testing nowadays.
What is interesting, because it was widely known that quantitative usability research was mostly waste and you were much better doing 10 times the amount of it with only qualitative results.
What was not widely discussed¹ is that post-fact testing is also almost useless. It can only tell you what solution is better, but the real gain comes from discovering what problems exist.
My impression is that it's all quantitative post-fact A/B testing nowadays.
What is interesting, because it was widely known that quantitative usability research was mostly waste and you were much better doing 10 times the amount of it with only qualitative results.
What was not widely discussed¹ is that post-fact testing is also almost useless. It can only tell you what solution is better, but the real gain comes from discovering what problems exist.
1 - My guess it's because it is too obvious.