Why may qualitative data be seen as more valuable in understanding customers?

Qualitative data is considered more valuable for understanding customers primarily because it provides insights into their motivations, feelings, and behaviors. This type of data is descriptive and captures the nuances of customer experiences, allowing businesses to grasp the "why" behind customers' actions. For instance, through interviews, focus groups, or open-ended survey responses, qualitative data reveals how customers perceive a product or service and the emotions that influence their purchasing decisions.

Understanding these underlying motivations is crucial for businesses, as it enables them to tailor their marketing strategies, develop products that meet real needs, and establish stronger customer relationships. This depth of insight helps companies go beyond mere numbers, allowing for a more comprehensive understanding of their target audience.