#34: Qual vs. Quant - it's time to stop sleeping on qualitative data

Hey commuters,

Alright, let's talk about something a lot of marketers seem to brush over: qualitative data.

I mean, we all love those shiny numbers – traffic, engagement, conversions. But let me tell you, those numbers only tell part of the story.

Especially when defining what ‘quality content’ looks like.

In this week’s episode I take a stroll through Ajaccio

For too long, we've been obsessed with quantitative data. We think, "If it's not measurable, it's not valuable." But that's like judging a book by its cover. Sure, the cover might look nice, but what's inside matters more.

Qualitative feedback, like comments, and direct conversations, gives us a peek inside our audience's minds.

We can see what they're really thinking, feeling, and wanting. It's like having a direct line to their thoughts.

This is what I dive into on this week’s episode of the podcast, reflecting on some of what my expert guest Tom Winter talked to me about in episode 33 last week.

So how do we get this qualitative data?

• Ask for feedback: Don't be afraid to ask your audience what they think. Surveys, social media polls, and even direct messages can work. In this episode I mention a great tool called Rockee - you should check it out!

• Analyze it: Look for patterns, trends, and common themes. What are people loving? What are they not loving so much?

• Use it to improve: Take what you learn and make your content even better. Tailor it to their needs, address their concerns, and give them what they want. Hint: this is where your Subject Matter Experts (SMEs) come in - come up with a process on getting the qualitative feedback to them and iterating on future content with them (more on that in the episode).

Bottom line: qualitative data is like gold. It helps you understand your audience on a deeper level and create content that truly resonates. So don't sleep on it.

I hope you enjoy this episode!

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A couple of quick things before I sign-off today:

1. I’ve got a big announcement coming up in the next couple of weeks that going to impact the podcast. Head over and follow me on my LinkedIn where I’ll be telling you the news in the next few days.

2. Stoked to say I got my first paying subscriber this week! Thanks so much to you

   Hibjsdt
   on SubStack for supporting the show! If you’d like to do the same, for the very low price of 5 euros per month, it would mean the world to me! You’ll get access to some bonus content in my SubStack but, more than that, it’s just a lovely gesture you can do if you’ve got any value out of the 34 episodes of this podcast I’ve done so far!