As a follow-up to my eBook the Qualitative Edge that we published this Summer as part of our FireHose™ ePub series, here are some insights from our recent research that you may find useful in your work. If you have not yet obtained your copy of the Qualitative Edge, it is available for complimentary download here.
Forrester Research used the term “interest on design debt” to describe the cost of poorly designed legacy business apps to businesses. Covid’s impact on accelerating digital transformation and app modernization will likely have an impact on alleviating this problem.
Lastly, our thesis on the importance of qualitative research data in the era of Big Data was validated in a recent Wall Street Journal article titled Why Companies Shouldn’t Give Up on Focus Groups. To quote a passage that aligns perfectly with the key concepts from the Qualitative Edge:
“In an age when big data, or quantitative research, has seduced many companies into thinking they know their customers better than their customers know themselves, there is a growing realization that even if the numbers don’t lie, they can be seriously misleading. To really understand the beliefs, motivations and passions that move people, it is still necessary to sit down and listen to them, which is what qualitative research is all about.”
For more insights, please see our blog post from earlier this year citing Clayton Christensen’s seminal work in this area: https://www.siliconvalleyrg.com/svrg-blog/big-data-small-data
Topics: Market Research Best Practice