Katrina and Will on the DMI podcast

[robiulhasan]

Types of data research
Data research can be divided into two principal types:

Quantitative research: This involves putting numbers to something. For example, quantitative research might tell you that 75% of people prefer to shop online.
Qualitative research: This involves understanding t cell phone number list philippines he numbers. For example, qualitative research might tell you why 75% of people prefer to shop online.

Going beyond the numbers
Qualitative research is a great way to really understand your customers. It involves asking the right questions and empathetically listening to the answers. Collect the numbers, but then go beyond them.

Ideally, brands conduct both quantitative and qualitative research. In fact, the division between the two is beginning to blur as data collection methods become more complex.

Take social listening, for example. It involves gathering data from potentially millions of people. So it might seem to be quantitative data. However, these people are expressing their feelings, views, wants, and needs. So, is it qualitative? Or a combination of both? And does it really matter, so long as your brand is discovering insights and improving the customer experience?