What is the role of qualitative data?

Qualitative data plays a crucial role in providing depth and context to the numbers provided by quantitative data. It helps to understand the underlying reasons behind certain behaviors and trends, which purely numerical data might miss. 1 2

For instance, qualitative data reveals the why behind the what, meaning it explains why certain patterns occur and provides insights into customer attitudes that numbers alone cannot reveal. This dual approach allows for a more comprehensive understanding of user behavior and unmet needs. 3

Qualitative insights are also invaluable for companies like Airbnb, where understanding the sentiment and human experience behind user interactions can significantly influence advertising, marketing, and product design strategies. By integrating qualitative feedback, companies can feel what customers are going through and make more informed decisions. 4

Moreover, incorporating qualitative data as an equal counterpart to quantitative data helps to value lived experiences as empirical data, which is important for inclusive approaches like data feminism. This perspective argues for respecting stories and personal experiences, particularly from historically excluded groups, as valid and essential forms of data. 1