Data quantity doesn’t overshadow quality of consumer facts and figures

In the 20th century, instinct and an understanding of human nature drove marketing and advertising. Quantitative data simply did not exist the way it does today, and that left advertisers/marketers with the tool of qualitative research — speaking to the target market directly. Back then, just as today, qualitative research told brands the why behind a decision to buy a product, choose one brand over another and more.
So what happened? How did we get to the point where quantitative data has become the darling of data-crunchers and marketers, while qualitative data has fallen by the wayside?
Marketers, e-commerce leaders and product managers seem to have all but forgotten the power of the qualitative data they used to rely on so heavily, and we’re starting to see a tipping point. Is focusing solely on big data a big mistake?
When big data controls marketing strategy, companies risk treating their customers like numbers. Today, marketers all over the globe are so wrapped up in numbers that they are neglecting the human side of data.
Further, big data is destined to eventually plateau — and we may already be there. You see this happening when looking at something like “standard” conversion rates.
Enter qualitative research. To make a real difference — to move the dial beyond “standard” conversion rates or any other conventional figure you’re used to seeing — we need to enact a different approach when it comes to creating and marketing new products and positioning strategies.
You need insight into what customers really want. And to obtain this, you need qualitative data.
Leveraging both kinds of data
Don’t get me wrong, quantitative research is essential for our product and marketing strategies. Still, qualitative research is the missing link to getting the whole picture. While quantitative data can tell you how many people are abandoning your e-commerce shopping cart, qualitative can tell you why.
In these instances, marketers begin to see the benefits of layering qualitative insights with quantitative data. And now that brands are becoming more interested in creating stories that align with the “language” of their customers, qualitative research is once again becoming an interesting avenue.
Investing only in big data is not going to take your brand to the top. A layered approach to bringing quantitative and qualitative together is well worth the effort in the coming year for any product or marketing initiative you have planned.
A few takeaways

  • Real customer insights are necessary to turn quantitative data into qualitative information. Use qualitative insights to direct the questions of any quantitative study, and use qualitative data to help answer the “why” behind the numbers.
  • Aim for moving the dial beyond the inch-by-inch growth and optimization we’re used to seeing with pure quantitative-based actions.
  • Take advantage of the efficient, affordable methods available for obtaining qualitative customer insight.

Finally, don’t make the mistake of getting too wrapped up in big data. The real stories lie in the holistic set of data that’s available to us no matter what type of campaign we’re running or product we’re developing.