“Part of the story has to be the data.” – Dan Wandel, Symphony IRI, CBC 2014
Yes, I’d agree. I respect and like Dan and fully enjoy talking to another pro who’s in research.
AND I’d add that the data has to be both qualitative and quantitative.
Here’s a simple graphic to help you along.
In order for numbers to make sense they need reasons. You need to Qualify the Quantities. If you simply only gather and know the Yes or No type, a strictly quantitative story, you’re missing a world of information. This does the end subject and organization wanting the full picture a disservice.
Make very sure you include qualitative psychographic market investigation on your work. It matters.