What might qualitative data reveal about a customer survey?

Qualitative data focuses on understanding the underlying meanings, experiences, and emotions of individuals. In the context of a customer survey, it can provide valuable insights into customer feelings and opinions about a product or service. This type of data is often gathered through open-ended questions, interviews, or focus groups, allowing respondents to express themselves in their own words.

By analyzing qualitative data, businesses can gain a deeper understanding of customer motivations, preferences, and pain points, which might not be captured through quantitative measures such as exact percentages or numerical values. This insight is crucial for companies looking to improve their products, services, or customer interactions based on genuine feedback. Thus, qualitative data serves as a complement to quantitative data, helping to paint a fuller picture of customer experiences and expectations.