Create ongoing processes of monitoring, listening and questioning the data.
This article states that the right time to gather qualitative data is when brands are exploring new opportunities, as it gives them a better understanding of consumer attitudes. They should embrace quantitative data while moving deeper into the prototype phase, and collect statistical information that validates results from marketing tactics.
The author recommends brands to use qualitative data for its quantitative counterpart as it provides context, takes the strategy forward, and tells marketers what resonates with the audience. Brands must test their results to validate their messaging, channel and experience, and make adjustments as required.
They should monitor their dashboard every day to familiarise themselves with data and make insights more actionable. Further, brands should frequently engage with customers to gather reliable qualitative information to calibrate quantitative research.
[4 minute read]