What do you call measurements based on observations?

Measurements based on observations are referred to as qualitative metrics. Qualitative metrics capture non-numeric data and are often descriptive, focusing on characteristics, qualities, and attributes that can provide insights into user behaviors, perceptions, and experiences. For instance, qualitative metrics might include customer satisfaction surveys, interviews, or social media comments that give a sense of how people feel about a product or service.

In contrast, quantitative metrics involve numeric data that can be measured and analyzed statistically, such as website traffic numbers or sales figures. Statistical metrics pertain to calculations and analyses that help make sense of quantitative data but do not focus on qualitative observations. Comparative metrics usually involve evaluating two or more sets of data against each other, emphasizing relativity rather than direct observation. Thus, qualitative metrics are specifically associated with observational insights, making them the correct choice in this context.