Qualitative Research Can Illuminate Big Data

by DJI

As Kerry Bodine points out in this Forrester blog, qualitative research can help illuminate and interpret the information yielded by “big data”.

It’s great that algorithms can be so spookily correct in predicting behaviors. But without understanding their inner motivations, it’s sometimes difficult to see how to connect with consumers. Qualitative research’s unique strength is that it adds emotional narrative to the plotlines that the numbers reveal.

As Kerry puts it:

Don’t get me wrong. I’m not a big data hater. However, to create a complete picture of who your customers are and what they really need, you need a combination of quantitative and qualitative research methods.

We couldn’t agree more!

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