Qualitative data is therefore the key to marketing strategy. But where can you get it and how can you use it? There are several ways to obtain this privileged information. Personal interviews are ideal but expensive. Therefore, it is recommended to monitor the content that is published on social networks about the company's products or services. Creating groups to obtain answers to questions, clarifications, opinions and comments is another alternative to approach prospects and customers, and find out who they are, what they think, what they need and what their experience with the brand has been.
To achieve the transformation of data into insights, the company must define what information will be truly valuable to meet its goals, whether it is product development, website improvement , marketing campaign design or any other proposal to optimize its commercial management.
Contextualizing the information collected to identify the most relevant requires establishing the correlation between quantitative data and qualitative data.
How to contextualize the collected data
All data collected must be connected to the real world, as information out of context is not reliable when establishing marketing plans.
