Qualitative or Quantitative Data, What's More Important?

When it comes to gathering data and information, there's often a debate around which approach is more valuable - qualitative or quantitative.?

Brené Brown has a great saying when asked what's better, qualitative or quantitative data, her answer is always 'yes'. The truth is, you need both to get the full picture.?

Unpacking the Differences

Qualitative data is the deep, rich information you gather by talking directly to people. It provides the "why" behind the numbers, giving you a nuanced understanding of people's experiences, motivations and pain points.

Quantitative data, on the other hand, is the numerical information you collect - things like survey responses, attendance figures, and other measurable metrics. It gives you the "what" and the scale of the issue or opportunity you're addressing.

Quantitative is kind of like counting things, while qualitative is the understanding of that.

The Power of Combining Both

One powerful example of how combining qualitative and quantitative data can lead to game-changing insights. A local council was trying to increase attendance at community meetings for older residents, assuming the issue was around transportation.

The data they had was that the numbers were continually dwindling. The idea they had was that it was a transport issue, and the older people were unable to get to these meetings.

However, when the council went out and spoke directly to both attendees and non-attendees, a very different story emerged. What they discovered was, whilst they thought it was a transport issue, it was actually about people not wanting to go to the meetings and not feeling welcomed or comfortable in that space.

Armed with these qualitative insights, the council was able to work with the meeting organisers to create a more inclusive and welcoming environment - leading to a significant increase in attendance.

If they had just looked at the quantitative data, they would have made the wrong assumption and spent a lot of time and energy on the wrong solution.

The Dangers of One-Sided Data

Of course, the reverse is also true. Relying solely on qualitative data can lead to skewed perspectives and an inability to understand the true scale of an issue.

As an example, a department within an organisation is dealing with service cancellations. The feedback they gave to senior managers was, “everybody's cancelling, no one likes our services, and we're doing a really terrible job.”

But when they looked at the quantitative data, a very different picture emerged. It was only 3% of all the clients that they dealt with. And 3% is actually a pretty good number compared to other providers in this area.

By integrating both qualitative and quantitative data, organisations can bridge the gap between statistical trends and human experiences, ensuring decisions are not only data-driven but also deeply empathetic. This combination enhances strategic precision, as it allows leaders to validate insights with numbers while adapting to the nuances of individual client stories, fostering solutions that resonate on both a broad and personal level.

?? Ready to break the cycle of overwhelm and say “no more” to the constant fight for survival?

A high-performing, productive organisation with exceptional staff retention and client experiences is possible.

Take the first step at https://www.impactoconsulting.com.au/workshop.