I hope you’re ready to take your online store to the next level because I've got some juicy insights. 

You know that data is the name of the game, but have you ever considered the power of qualitative data? That’s right; I'm talking about the kind of data that doesn’t come in neat boxes or tidy spreadsheets but rather tells you what your customers think, feel, and do. Oh good! It seems I’ve caught your interest. In that case, are you ready to dive into the wild and wonderful world of qualitative data? Buckle up because this blog is going to be a wild ride! 


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 What is Qualitative Data?

Qualitative data is non-numerical data collected through questionnaires, observation, interviews, customer feedback etc.)  It allows us to analyse and evaluate customers' feelings about a business or its products. It helps us with the themes, patterns and insights into the customer experience and their preferences. Qualitative data allows businesses to make informed decisions and then can fully optimise the customer experience, which can increase sales and customer loyalty. 

So, you’re probably wondering what to do with this magical, mysterious, and oh-so-powerful data. Well, my friend, you use it to revolutionise your online store! You analyse, interpret and use it to create a Customer Experience (CX) that will knock their socks off!  


What is the Difference Between Quantitative and Qualitative?

Quantitative and Qualitative data are two different types of data that are used in research and analysis. The main difference between the two lies in how they are collected, analysed, and interpreted. 

What is Quantitative data? It’s numerical data collected through structured methods such as surveys, experiments, or statistical analysis, allowing it to identify patterns, trends and relationships. Quantitative data can be easily quantified and analysed because it is objective and standardised. Some examples of Quantitative data include - customer demographics, website traffic, sales figures, etc.) Quantitative data is useful for studying large groups and making generalisations, while Qualitative data helps explore individual experiences and gain in-depth insights into complex situations.

To summarise, Quantitative data is like cold, hard cash. It’s numerical and objective, just like those unforgiving spreadsheets that you dread. Meanwhile, Qualitative data is more like a steamy romance novel - it’s subjective, narrative, and filled with juicy details. But hey, don’t judge a data type by its cover! Both have their place in research and analysis. At the end of the day, it’s all about using the right tools for the job and getting the insights you need to make informed decisions.  


What Methods Can You Use to Obtain Qualitative Data?

Are you tired of collecting boring, Quantitative data that doesn’t give you the complete picture? Do you find yourself struggling to truly understand your customers’ experiences and needs? Well, fear not, for I have a solution for you! Using these various methods to obtain your Qualitative data will not only solve these issues but introduce you to a whole new level of understanding.


  • Interviews can give you in-depth insights into your customer's thoughts, opinions, and experiences. 
  • Focus Groups: When bringing together a small group of people with similar interests or backgrounds, it can provide you with diverse perspectives on a specific topic or issue. 
  • Observations: Observing your customers in real-life situations or studying their behaviour through online platforms can help you better understand their needs, preferences, and pain points. 
  • Case Studies: Studying these real-life cases or examples can provide you with detailed information on complex issues. 
  • Surveys: You can use surveys to collect Qualitative data through open-ended questions or feedback sections. 

Combining these methods will allow you to gather richer, more diverse qualitative data that can help you better understand your customers, improve your products or services, and make your life easier. 


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What Do We Do With Qualitative Data?

You can use this data type to help your business in many ways, such as: 

  1. Identify Pain Points: Qualitative data helps us identify the pain points in areas such as customers' challenges, allowing you to develop solutions that address their needs.
  2. Improves Customer Experience (CX): Qualitative data can help you better understand your customers’ experience and needs. You can then make informed decisions that enhance the customer's overall experience with your products or services.
  3. Develop New Ideas: Qualitative data can inspire new ideas for products, services or marketing campaigns that are ideal for your targeted audience. 
  4. Validate Quantitative Data: Qualitative data can provide context and depth to your quantitative data. It helps you to understand the story behind the numbers better.


What Metrics Can They Improve?

Qualitative data can improve several metrics related to Customer Experiences (CX), such as CVO, CR, CLV and CX.

Customer Value Optimisation (CVO): By analysing qualitative data, a business can gain deeper insights into its customer's needs and preferences. This allows a business to develop more targeted marketing messages and experiences. This can increase CVO, as customers are more likely to make repeat purchases and become loyal advocates for your business.  

Conversion Rate (CR): Qualitative data can help businesses identify pain points in the customer journey that may hinder conversion rates. By addressing these issues, businesses can improve their CR and increase customers' likelihood of completing actions, such as purchasing or filling out a form. 

Customer Experience (CX): Qualitative data can provide valuable insights into the customer experience. This allows businesses to identify areas where they can improve CX. This can increase customer satisfaction and loyalty, contributing to long-term business success. 

And last but not least, Customer Lifetime Value (CLV): By gathering qualitative data about your customers' preferences, behaviours, and experiences, businesses can gain a better understanding of what drives customer loyalty and retention. Businesses can then develop more targeted retention strategies, such as personalised communication and loyalty programs, that increase CLV over time.



Congratulations, you now know the power of qualitative data and how it can help you improve critical metrics for your e-commerce business. By truly understanding your customers’ experiences and needs, you can increase conversions and customer lifetime value and optimise their overall value. So go ahead and embrace the world of qualitative data - your customers (and your bottom line) will thank you for it!

If you need extra help, our experts are here to help! Don’t hesitate to contact us here at Blend today to help provide you with the tools and insights you need to take your eCommerce business to the next level.

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