#B2B - QUALITY TO ILLUMINATE CUSTOMER KNOWLEDGE

#B2B - Quality to shed light on customer knowledge:

There is a real renewed interest in qualitative approaches.

Of course, it would be daring to obscure the oceans of data available to companies.

But, a customer is in no way reducible to a set of data. To engage in a lasting relationship and understand their expectations, it is necessary to establish a personalized bond with them through understanding their attitudes, motivations, emotions... In short, associating meaning and empathy with them.

This is the fundamental role of the qualitative approach: deciphering and explaining in depth.

Knowledge that no data - even smart - is able to reveal.

- Ghislaine Le Bot