Quant Is Not Enough
The quantitative data you have about your customers can lull you into complacency about your knowledge of them. Qualitative data compliments your quantitative data and gives you a holistic view of your customers. It's where you will find the deeper context to understand the "why" and help you create the right product solution that goes the extra mile to exceed your customer's expectations and separate you from the competition. Qualitative data may seem messier because the information often can't be counted, measured, or easily expressed using numbers and requires spending time talking with your customers. However, the dividends from doing so are huge and result in much better solutions. Your customers will thank you.
Originally published on LinkedIn.