Big Data and the Future of Qualitative Research

100,000+ data points:  “According to our data, the diapers should fit”

Moms and babies:  “Check out these photos – not so much”

This was the essence of the findings on a case study with a major consumer goods company.  The company was losing market share when babies were transitioning up from one size diaper to the next size up. All their technical data was telling them that fit was not an issue. Even with all of the data at the company’s disposal, it was a digital qualitative study that was able to uncover that fit was very much an issue at size transition, and enable the company to create steps to address the challenge.

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