Enabling action through qual and quant insight

We often hear of segmentation projects starting with brand-level personas, for businesses to only realise too late that they aren’t actionable in practice. Understanding the thoughts and feelings of your existing and potential customers through Qualitative research is valuable, but only when it is paired with Quantitative analysis of your existing database which highlights the specific value opportunities that it can be applied to.

We recommend extracting the strengths from both types of insight, by combining them from the very beginning. Don’t embark on them separately. Using your customer lifecycle as a framework, design, extract and layer the Qual and Quant insight together against the key stages. Though the insight types are inherently different and sometimes seem to oppose each other, using the lifecycle as an alignment tool allows for a more focused and objective review.

It often results in ‘Eureka’ moments or the dispelling of previous assumptions. Patterns in your Quant analysis may be explained or challenged by Qual insight, and equally Qual insight can lead to further Quant analysis to uncover previously hidden opportunities.  

This combined approach provides:

• A more robust understanding for your teams
• Clarity on not only where the value opportunities are, but also the customer needs that need to be simultaneously catered for.
• A foundation for the development of strong and focused use cases to improve your customer journeys, segmentation and messaging.

The layered framework also provides a structure for continuous measurement and optimisation through ongoing review and test & learn.