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Qualitative Analytics

Scenario for a Qualitative Analytics Arrow

… let’s think about qualitative analytics.

In this use case scenario … you are responsible for qualitative market research at ACME Corporation.

Qualitative analytics is the most actionable type of data. But it also takes the most time to analyze.

Often referred to as Voice of the Customer (VoC) research, user research, or action research … the qualitative research method asks the end-users open-ended questions, and it collects their feedback (data).

As the new CMO …


your job is to take a qualitative research approach to ACME’s marketing analytics.

Qualitative research will give your customers a channel to send you valuable feedback about their motivations and experiences (in their own words).

Their valuable feedback will be the marketing team’s roadmap for continuous improvement, customer satisfaction, and revenue growth.

Qualitative research paints a picture of ACME’s customer experience when using their web properties, products or services.

That’s what makes it actionable. The data reveals actionable problems to be solved.

… qualitative research produces end-user feedback data. And it gets to the heart of the problem.

For one thing, it reveals “why” people do what they do when using your digital properties.

And, for another, it tells you “how” people feel when interacting with your digital properties.

For instance, you could ask your end-users these qualitative research questions:

Qualitative Research Questions:


  • What is your highest level of education?
  • What is your current occupation?
  • How would you describe your overall experience using our website (or product)?
  • What did you like the most about using our website (or product)?
  • What did you like the least?
  • What, if anything, surprised you about the experience?
  • What, if anything, caused you frustration?
  • What are you thinking as you view this web page (or use this feature)?
  • What did you think of the layout of the content?
  • Why did you click on our website (download our app, or use our product)?
  • What did you think of the checkout experience?
  • And on and so forth…

Remember … your job is to implement a qualitative research approach to ACME’s marketing analytics.

How would you approach this scenario, ?

Here’s what I did.

I called our agency account manager to introduce myself as the person responsible for marketing at ACME.

How to Prepare

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How to Get Started:

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Next Steps:

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FROM THE DESK OF:
Anthony Ragland
Published On: April 16, 2020 12:09 PM EST

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