Qualitative Data to Empower Quantitative Analysis in Marketing

Faced with the recurring intention to connect with a target audience, marketers have found it necessary to implement new tools to understand the market, prioritizing concrete quantitative data metrics. However, the need for a holistic understanding of the public to generate a greater impact on the market has led to a debate on the importance of implementing qualitative data in the formulation of marketing strategies. Through the Forbes Agency Council, industry executives and specialists have expressed an optimistic position regarding this emerging approach, highlighting its benefits when compared to current marketing tools.

Sales figures and website traffic provide concrete metrics that seem easier to measure and analyze. However, according to Forbes, focusing exclusively on this data can lead to overlooking the human element of consumer behavior thus missing valuable information. Descriptive, non-numerical data that captures information about human experiences, emotions, and perceptions, on the other hand, reveals vital information about customers' emotions, motivations, preferences, and perceptions. According to the Forbes Agency Council, through methods such as interviews and focus groups, marketers can gather rich, nuanced data that goes beyond numbers, allowing them to better tailor strategies and messages to what consumers want.

A statistical survey conducted with members of the Forbes Agency Council, which is comprised of PR, media, creative and advertising agency leaders, highlighted the critical role that qualitative data plays in the era of Big Data and Artificial Intelligence. From creating a better user experience to understanding target audience motivations, experts' statements contribute to a comprehensive understanding of the workings and benefits of qualitative data.

For Bernard May, CEO, National Positions, qualitative data is the starting point to get to quantitative data, noting the positive impact it can have within all advertising, creative messaging, campaign structures, among others. "AI helps us get 10 times more iterations and options, but nothing works without the creative thinking that fuels it," says May.

Similarly, Goran Paun, Creative Director, ArtVersion, emphasizes the importance of qualitative data in creating a better user experience through user testing and usability studies. "We use qualitative data to create a better UX for web design projects. Through user testing, interviews and usability studies, we gain insights into users' needs, preferences and pain points," says Paun.

Understanding brand sentiment and perception is also enriched by qualitative data, as Pascal Wilpers, Co-Founder, Streamerzone.gg, points out. "Qualitative data adds depth to our understanding of consumer behaviors, emotions and motivations, complementing quantitative insight.”

Qualitative data has also had a positive response in collecting unique information that provides insight into emotions, decisions, and preferences, as well as a context for them. According to the census, this provides unique in-market insights, fundamental to hyper-personalized marketing strategies, and the ability to identify weaknesses in campaigns, major profit sectors, and clarity on future tasks. Data has also been crucial in connecting companies’ PR strategies with the commercial objectives of the customer, by understanding their tastes and motivations, showing significant returns on investment. In addition, it is worth mentioning the benefits it generates in future marketing recommendations for companies, fundamental for long-term strategies, in the effectiveness of "one-on-one" attention, optimizing a higher quality customer service. 

"Qualitative data is deeper than quantitative data. It gives you the 'why.' While Big Data and AI can tell you what works, understanding why it works will help your organization develop a broader story arc to guide customers along the entire journey," said Alicia Arnold, Chief Customer Officer, AK Arnold.