The numbers don't speak for themselves

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“but WHY . . .”

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I love data, it brings out the toddler in me. Every number makes me respond with “but WHY . . . ?”   

Conversion rates, abandoned cart data, loyalty program engagement, it’s all exciting and it all begs for an explanation. Because data tells us so much about what is happening, but it doesn’t tell us why.

Powerful business decisions can’t come from data alone. To leverage data strategically, brands need an understanding of the context, emotion and motivations driving the numbers. 

Here are a few recent examples from our client work (note, these examples are intentionally vague to protect their confidentiality):

1. Packaging: Despite great survey feedback, neither ‘winner’ was good enough
A client’s survey showed two packaging concepts performing equally well. We dug in qualitatively and learned that consumers didn’t love either (!). They were the best of what was shown but neither created the clarity or emotional pull the brand was aiming for. We encouraged the client to include another option in qual and it generated palpable excitement. The team validated reactions with quant, and it’s now heading into production.

2. Low Repurchase Rates: Hidden Usage Habits

Repurchase rates for a daily personal care product were underwhelming. Through qual, we learned why. Customers were using the product far less than expected and were also using a ‘back up’ product due to efficacy concerns. The client is revising efficacy claims and overall communications strategy as a result. 

3. Poor Sales: Social Proof Required 

Despite strong research, a new retail launch flopped. Shop-alongs revealed why. Gen Z consumers didn’t trust or consider products in the category if they hadn’t first seen them on social. The brand quickly activated influencers, and sales quickly picked up.

At Uncover, we use data to anchor almost every project.  Often we start with data and use qual to build out a story that is rich, deep and actionable (as seen in the examples above). 

“We know so much about what our consumers buy and don’t buy, we know very little about why . . .”

Other times we start with qual, generating context for innovation, directional insights and hypotheses to then test quantitatively (often using our 🌟new AI-driven approach🌟, more on this soon).

“We need to talk to customers to get an idea of where to start”

Understanding your customer isn't about choosing between numbers or narratives. It's about pairing the two, strategically, wisely, and with empathy. That’s where the magic happens.