No Hacks: The Mindset Behind Digital Optimization and Growth
[SHORT] What Google Analytics Can’t Tell You (But Your Users Will) with Daniël Granja Baltazar
Mar 25, 2025
Daniël Granja Baltazar, a qualitative research expert from Vodafone Business, discusses how to uncover the 'why' behind user actions that Google Analytics can't provide. He shares fascinating insights on using user interviews and mini surveys to enhance customer experiences and improve conversion rates. Daniël emphasizes the need for collaboration between sales and marketing teams to leverage qualitative data effectively. With real-life examples, he advocates for proactive research as a means to drive ongoing optimization and better understand user behavior.
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Quick takeaways
- Qualitative research, like user interviews and mini surveys, reveals the underlying reasons for customer behavior that quantitative data alone cannot capture.
- Collaboration between sales and marketing teams enhances communication, enabling them to leverage insights that improve customer experiences and conversion strategies.
Deep dives
The Importance of Qualitative Research
Qualitative research plays a crucial role in understanding customer behavior and improving marketing strategies. Unlike quantitative methods, which often focus solely on data patterns and statistical analysis, qualitative research delves into the reasons behind these patterns. For instance, user interviews can reveal insights about website navigation that data alone cannot provide, such as unclear messaging on landing pages that leads to high dropout rates. By collecting this qualitative feedback, companies can address specific customer needs and expectations, ultimately enhancing their marketing effectiveness and customer journeys.
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