Data'd to Death.
Why Qualitative Data matters.

Overview

Finding the soul in the data.

Modern Marketing is struggling to find a balance between its mind, data, and its soul, creativity. Both are needed to be successful, but many people in the space often find one guiding the other. Data can be heavy-handed when directing the creative process and can diminish the organic, human feel, that makes a campaign successful. While data can help marketers better direct their efforts, many feel almost data’d to death and that data is killing the soul of creativity. To engage customers effectivity, both creativity and data need to work together and guide one another.

Creating Empathy that Scales.

The goal of collecting qualitative data is to better empathize with consumers and their problems, and ultimately to provide a creative solution that not only meets the customers’ needs but can generate positive emotions.

highlight
Creating Empathy that Scales.

A well-informed narrative of users’ experiences, will help to confirm intuition and catalyze creative thinking when designing a campaign. By using data as a storytelling device, it becomes possible to bring personalization to your customers and provide a better experience that answers your customers’ needs. This type of empathy plays a crucial role during the customer experience and makes brand interactions between consumer and brand more effective and enjoyable.

Quotes about Creating Empathy that Scales.
human

"

Qualitative data is the more conceptual pieces: the emotions, the feelings, the interviews, the observations, the anecdotes, the personal stories, the photographs, and case studies. It's all of the little pieces between moments that add up to what humans experience.

Alyssa Bonanno
Founder at Better Half

"

human

"

Who is the person? What is the user going to do? How are they going to use this product or service? In what situation is the product going to be used? We want to build everything that makes it feel very familiar, very easy.

Denver Tracy
Creative Designer at DHD Films

"

human

"

Qualitative data is big reveals, its emotions that will drive somebody to do something.

Simone Tobias
Product Strategy Consultant at Direct Works Media

"

We talked to experts.

Listen to the podcast that inspired it all

The gang discusses advances in advertising technology with the Head of Creatives and Creative Technologists for US Creative Works at Google. Interactive displays, user experience, and monetizing the sea with GMO cuttlefish.

WANT TO KNOW MORE

GET THE FULL REPORT