The battle of qualitative and quantitative data - a peace talk

In the era of customer centricity, getting to know your customers plays a key role. Digitalization has enabled us to measure consumer behavior in a whole new way and many organizations have more data than ever. However, more data sources also means that we need to understand our customer from different perspectives - it’s easy to get lost in the mess of different, and sometimes contradictory insights and data points.

What are the common pitfalls people can fall into when looking at customer data? Which methods are most effective and when? And why is qualitative data perceived as the underdog?

In this Frank Talk our Media specialist and quant-lover Magnus and our Service Designer and qual-geek Linnéa will talk about their experiences of using different methods. They will take you through some cases, share their best tips and once and for all end the battle of which method is the “only true method”.