The Story

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.

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Cheers to 5 Years of WEB

Last week found a group of revelers and flavor lovers celebrating our 5th Anniversary. I choose one of our local brewpubs for the host location, a cozy room was full of fine folks, and a good time was had by all.

To review:

Women Enjoying Beer is the only company on the planet that specializes in studying women and their relationship with beer. We conduct qualitative research with women, educate both consumers and professionals based on that research and offer business and marketing services for professionals who want to authentically and successful attract the female consumer and buyer.

The brewer leading our beer flight at WEB's 5th Anniversary party

The brewer leading our beer flight at WEB’s 5th Anniversary party

While beer is our specialty category, the information we gather crosses category lines. Once someone shares how they make decisions (qualitative data) and all that surrounds those decisions, then you can affect change. To know the stats (quantitative) is not enough nor is it fully telling of the story.

I think of quantitative information as the bones of a skeleton. The qualitative information is the tissue and muscles, which move the body forward. It makes everything possible. A skeleton without tissue is not very useful.

Thank you to everyone who joined the celebration. We gathered for a pre-program beer, chatted and met new folks, then moved into the evenings agenda. The brewer of the brewpub was on hand to share and educate about the flight that was included. Once he was finished, I shared a talk about beer’s 10K years of herstory til now, in a very abbreviated fashion.

In the spirit of the season and reason for gathering, everyone received a goodie bag as well as kept their initial beer glass. New friendships were made, delicious flavors were had by all and the group wandered home happy.

Thanks to them and all of you as we head into year 6. Cheers to a very tasty, peaceful and fun New Year ~

Beer Menu:

Wild Trail Ale, I Love Oregon Ale, Victory Lager, Amber Ale, Twin Plunge IPA, Steel Cut Oatmeal Stout, Noble (coffee) Stout, Malbec barrel aged Barleywine.

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