Your marketing data is a mix of numbers and narratives. When should qualitative insights take the lead?
Numbers tell one part of your marketing story, but narratives provide depth and context. Here's how to determine when qualitative insights should take the lead:
How do you balance numbers and narratives in your marketing strategy?
Your marketing data is a mix of numbers and narratives. When should qualitative insights take the lead?
Numbers tell one part of your marketing story, but narratives provide depth and context. Here's how to determine when qualitative insights should take the lead:
How do you balance numbers and narratives in your marketing strategy?
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Les données quantitatives prennent le lead dans 3 situations clés : 1-Découverte et modélisation : Ces données prennent la forme de feedbacks clients pour identifier des motivations et besoins non exprimés ou cachés. Lors d'une phase exploratoire d’un projet, d'un concept innovant ou d’une nouvelle offre: les données quantitatives jouent un rôle clé dans l'analyse des attentes et obstacles. 2. Diagnostic Anomalies dans les données quantitatives : les données quantitatives expliquent mieux résultats inattendus en identifiant les frustrations et points de friction. 3. Positionnement Les données quantitatives nous aident à comprendre les perceptions des clients pour adapter les promesses et le storytelling.
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“What you call love was invented by guys like me to sell nylons.” - Don Draper You’re drowning in numbers because it’s easier to hide behind data than to trust your gut. Here’s the truth: the numbers don’t lead, they follow. Qualitative insights should take the lead when the story you’re trying to tell is bigger than what a spreadsheet can show. Data tells you what happened. It doesn’t tell you why people care. That’s where narratives come in—when you need to connect, inspire, or make someone feel something. Because at the end of the day, “You want some respect? Go out there and get it for yourself.” Your data isn’t going to do that for you.
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Qualitative insights should take the lead when understanding the “why” behind the numbers is critical. Use them to explore customer motivations, pain points, and preferences that metrics alone can’t reveal. They’re invaluable for shaping customer personas, refining messaging, or testing new ideas. Balance comes by pairing qualitative insights with quantitative data to make informed, empathetic decisions.
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