Qualitative Insights

The qualitative insights that you get by spending time with customers, going to their place of business and interviewing thought leaders give you the insight of what should be in the survey. And so because i started to see there's missl like qualitatively in the field, there's mis allignments in the buying process. Buyers aren't ready. It triggered me to have a survey about how buyers want to buy, not a different type of survey. So my feeling is that the qualitative insights should feed and fuel what you want to do quantitatively,. Because you see, qualitative insights weigh faster.