Growing Business: Analyzing qualitative data in research is an indispensable component for improving the customer experience. It’s even necessary if you want to maximize sales and ensure that your business is growing at the pace you want it to. The trick is that qualitative data is harder to analyze and requires a different kind of expertise. It also isn’t as easy to collect. But it’s definitely worth the time you’ll spend on it. Let’s look at the importance of qualitative data in your business today.
What is Qualitative Research?
Qualitative research is just a fancy way of describing any sort of research that focuses on the quality of data rather than its quantity of it. A focus group is a prime example when you group a bunch of people who look like your target audience together and ask them questions about their preferences and opinions.
Qualitative research is all about the participants’ personal, emotional responses to the questions you ask. You want to know why they feel the way they do, not just what they think. Qualitative research is also hands-on, so you’re able to collect this information from the source. In other words, you can speak to the participants in person and ask them questions about their likes and dislikes, their opinions on specific topics, and even their emotions about your products and services.
Using Qualitative Data in Your Business
The main reason you should be using qualitative data in your business is that it helps you understand your customers better. As a result, you’ll be able to determine more effective ways to market to them, draw them into your business, and sell to them. Such information is vital to ensuring the success of your company.
Let’s say you’re selling a specific type of makeup. If the focus group you have assembled is made up of twenty women between the ages of 25 and 35, who are primarily attracted to your makeup because of your gorgeous packaging, then you can probably conclude that it’s a smart idea to continue packaging your makeup in an elegant way.
Why Collect Qualitative Data?
The biggest reason to collect qualitative data is that it allows you to discover insights you might never have seen otherwise. There are a number of reasons for this.
For starters, qualitative data allows you to collect information directly from your customers, which is something that can’t be done with quantitative data.
For example, if you want to know exactly how customers feel about your product and its usefulness, giving them a rating scale to select from won’t help you do that because it’s coming from them, not you.
Qualitative data can also provide you with more depth into the customer experience, which means you’ll have a better chance of understanding the products, services, and marketing strategies that you’re using to reach your customers.
Business owners who are serious about their success and the success of their business need to be gathering qualitative data and learning how to analyze it. This will enable them to understand their customers better, which will help them achieve their overall business goals. Take some time today and contemplate how qualitative data can help your business. Your customers will certainly thank you for it.
Quantitative data, by its nature, is much easier to collect and deal with. But with the help of an expert, you can make qualitative data as accessible as quantitative. This is where Tetra Insights comes into play. We give you a platform that makes analyzing qualitative data a lot easier with its intuitive, powerful, and flexible features. It’s essentially the key to transforming your company into an insights-driven organization. Schedule a call today to learn more about Tetra Insights.