Data. We struggle because we don’t have enough of it. We struggle because we have so much and we don’t know how to interpret it. Product managers wrangle an incredible amount of data, of different kinds and from different sources: behavioral analytics captured in the app, NPS, conversion funnels, heat maps, customer interviews, cohort analysis. And the list goes on. If it’s all quantitative we don’t trust it to reflect real humans. If it’s all qualitative, we worry that it’s too anecdotal. We make the case for more data-driven decisions, but we also talk a lot about the role of intuition in product design.
If it’s delight we’re trying to achieve among users, can quantitative data really get us there? Can a slew of customer interviews really yield a plan of action or do those just obfuscate the path to the next feature?
This week in our poll, we asked you which type of data yields better product insights. 66% of you thought that qualitative data is the way to go, but among our debaters, qualitative data was treated somewhat more cautiously. What has your experience been? Tell us in the comments.