The Why in Data

Thank you for joining me again (or for the first time) as I continue to explore the interplay between WHY and HOW in creating meaningful solutions.

This week, I cover a topic that often gets overshadowed in a quantitative-driven world: The Why in Data

I’d love to hear your thoughts on the questions at the end of the article :)

Beyond numbers

It is no news that numbers drive and influence decisions.

I can still hear the words of a CEO that I used to work closely with:

If you don't put a number behind it, no one cares!

He was right, but also so wrong.

Indeed, numbers are integral part of our lives — from our birth date and salary, to our postal code, bank account and performance at work.

We are defined by numbers, but we are so much more.

Especially when it comes to building relevant solutions, we must pause for a moment and consider what exists beyond the numbers.

Are numbers telling the full story of human (user) needs?

Not quite.

Quantitative data reveals what and how — what someone taps on their smartwatch more often, what are their most frequent AI prompts or how they prefer to use their new VR headset.

But why remains untold. The very why of a human's mindframe, that cannot get skipped.

The human element

Qualitative data is the human side of the equation including:

• Motivations
• Emotions
• Behaviours
• Attitudes
• Beliefs

I am not suggesting that a business should only rely to the above to build solutions. Humans are quire unpredictable and impulsive in nature, so that would be quite the risk.

However, without approaching the very essence of human behaviour - even if mostly subconscious - we cannot really say that we are building for change, innovation, or growth.

Asking qualitative Whys is less of hard data, but everlasting insights.

Just consider that if a newborn baby from 10,000 years ago was raised today, it would be the same like us. Our brains and their brains are genetically the same.

The matter of qualitative

Why invest time in qualitative research when you have the numbers?

Because you might end up solving the wrong problem or addressing symptoms over an actual problem. Plus, it can be that a problem wasn't an actual problem in the first place.

Qualitative research helps build solutions that resonate with humans on a deeper level. If we want to bridge the gap between what people say they want and what they actually need, we cannot rely on numbers alone.

Whether you’re in the early stages of new product, service, or feature, don’t forget to ask human-centred questions.

• Why do users behave this way?
• Why do they feel frustrated?
• Why do they love certain features?

The answers to these questions might not be measurable, but they’re crucial for building solutions that matter.

Discussion time

I’d love to hear your thoughts:

• How much do you rely on qualitative insights to guide product decisions? What has been the impact of this approach?
• Have you faced any challenges in getting the buy-in for the qualitative research within your team or organisation? How did you overcome them?

Thanks you very much for reading! I look forward to continuing our conversation and exploring more with you next week.