5 Ways mobile and digital qual can help you understand big data

#1 Numbers don’t tell the whole storyP&G’s Babycare team had a problem. Their sales data showed they were losing volume and market share as parents transitioned between diaper sizes. Their technical and design data told them that sizing wasn’t an issue, but sales data told a different story. Their data uncovered a challenge, but not why it was happening.

#2 Qualitative understanding reveals the why Data can show powerful patterns and trends, but not always what’s driving those patterns and trends. P&G needed understand why they were losing customers during size transitions in order to understand the reason the consumer made the decision they did.

#3 Underneath big data are human storiesMobile and digital qual gets you invited into consumers’ lives to understand the human side of the data story. To solve their mystery P&G needed to see exactly what was happening during transition. Over the course of a three month study they were able to see exactly what was happening as babies moved up diaper size.

#4 Mobile qual puts you in the ‘data moment’Allowing the consumer to participate via mobile enables you to gather participants' top-of-mind thoughts. P&G saw what was happening at retail as it was happening. Responding via smartphones allowed moms to express their sentiments in the moment, revealing their true motivations.

#5 When you know why, you know what to doP&G found that mothers would either go back to a smaller size or switch brands, or adapt to the larger size and settle for the way the new product fits. Based on the information gathered by mobile qual, P&G was able to develop new sizing and shelf solutions - making moms and babies dry and happy!

Understand big data with digital qual

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