The Importance of Qualitative Data in deep understanding for strategic choices

Qualitative data is important for deep customer understanding. Quantitative data flattens out the exploration with a customer, removing nuances and depth. CEOs should choose qualitative surveys with a small number of customers over large-scale quantitative surveys. Qualitative data allows for the observation of signals and subtle nuances that cannot be quantified. It provides deep insights that contribute to strategic choices. Qualitative and quantitative data are complementary and should be used together for a comprehensive understanding.