Article written by ICG member Kevin McLean, first published on LinkedIn.
More and more data but less and less time
Marketers are surrounded by more and more data, with less and less time to deal with it. To adapt Coleridge’s famous poem, “Data, data, everywhere, / Nor any stop to think.”
Given the increasing prevalence and sophistication of ‘qual (data) at scale’, what role should qualitative research have? Where does its real value lie?
I presented a paper at the recent AQR World Conference to suggest an answer: practical wisdom. This is not a completely new concept* but it has particular relevance today.
By wisdom I mean a ‘higher order’ benefit than is afforded by data/information alone, as shown in this informational hierarchy chart.
the ‘DIKW’ pyramid
In the literature, the ‘wisdom’ part of this pyramid is less discussed than the other levels and some have questioned its relevance. Wisdom can sound rather abstract or lofty.
So what do I mean by practical wisdom in the context of marketing and qualitative research?
I argue that practical wisdom means the following five things:
- standing in another’s perspective, not your own – ‘you are not your customer’
- a deeper rooted understanding, not a superficial view
- critical thinking, healthy scepticism, not taking things as they may first appear
- flexibility/reflexivity, being able to adapt as or if things change
- knowing how as much as knowing that, ie knowing what to do next and how to do it
Seen in this way, qualitative research complements AI-based or automated forms of research, which are very cost efficient at providing information and analysing existing data. To quote Mohit B, VP, InsightAssist:
“The real value of research is not generating (data); it’s asking the right questions, challenging assumptions and interpreting context. AI should amplify researchers, not replace their judgement.”
* When I said this idea is not brand new, it’s at least 2,500 years old. Socrates, practised ‘phronesis’, usually translated as practical wisdom, applied know-how, derived from experience.
Socrates, the OG researcher?
Red Bull may give you wiiings, but qualitative research gives you wisdom. Literally.
Kevin McLean (FMRS) | LinkedIn
