Hard Data or Human Insights?

I have noticed throughout my marketing consultancy years that many sales and marketing professionals place their ultimate trust in quantitative metrics. And yes, click-through rates and conversion data are valuable metrics. But those data only capture the 'what' - not the complex emotional journey that led to that subscribe or purchase.
The rich insights gained from qualitative research - customer interviews and experience mapping - uncover the crucial 'why' behind customer decisions, revealing the emotional triggers and subconscious motivations that no dataset can fully capture.


Even in our AI-driven age, human behavior remains beautifully unpredictable. Research shows that up to 95% of purchasing decisions are made subconsciously and driven by emotion rather than logic.


True marketing effectiveness emerges when we bridge both: using hard data to show us what works, while qualitative insights help us understand why. Often, these qualitative findings can be validated through quantitative data, creating a powerful feedback loop.


By combining both perspectives, you not only build stronger customer relationships but also drive measurable business results. After all, success isn't about having the most data - it's about having the right mix of insights that truly matter for your business.