Google Analytics shows you what users do — but it can’t tell you why. In this episode, Daniël Granja Baltazar explains how qualitative research reveals the story behind the numbers, helping marketers improve conversion, fix broken journeys, and build better customer experiences.

With real examples from his work at Vodafone Business, Daniël shares how interviews, mini surveys, and sales-marketing collaboration uncover insights that dashboards miss. Whether you’re running experiments, building landing pages, or managing customer journeys — this episode will change how you think about research.

🧠 Key Takeaways

• Data tells you what users do — not why
• User interviews uncover insights analytics can’t
• Mini surveys offer high-impact feedback with low friction
• Sales and marketing need to collaborate, not compete
• Qualitative research can be lightweight, fast, and scalable
• Proactive research leads to continuous optimization

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