UX research should be wholistic. If your team is only considering app store reviews and net promoter scores then you’re leaving a wealth of actionable insights on the table. The secret sauce that drives the most successful product development teams involves leveraging a combination of qualitative and quantitative research to understand what their users are doing and why they’re doing it.
Customer research lends itself well to the triangulation that taking a mixed-methods approach to research provides. Understanding how these different research methods compliment one another increases the usefulness and validity of research findings and leads to better products that users love.