17th
April
2006
Moving from Quant to Qual
“My organization is very numbers-focused. Decisions are made based on quantitative data, and qualitative data alone. Market research, for example, is only trusted if there’s large-scale numbers behind it. Qualitative data is ignored or picked apart. In my view, quantitative data is an important part of decision-making, but qualitative is just as important if not more so. How can an organization that’s used to making decisions only on quantitative data move to being more open to qualitative research?”