Data Gurus

Karen Lynch, Senior Director of Qualitative Insights at InsightsNow Inc. joins us today to talk about PlayFULL Insights™, an innovative approach to qualitative research. Karen was granted the Market Research Disruptive Innovator award for her work which benefits consumers, clients, and fellow researchers.   The Rise of Qualitative Data Researchers and marketers want to gain more insights into the patterns and trends behind the figures of quantitative researches. They want to understand why these figures are such and what forces are driving it. This is why the need for qualitative data is on the rise.  The bulk of the work done by Qualitative Insights is for people who are just trying to understand the consumer journey, what's attributing to what, and the drivers of the ratings or rankings. “Its all about telling stories. If we understand the data, we can tell a better story about it  ‘cause once we know the reason and rationale for what the trends are showing us, it becomes more actionable.” - Karen Lynch