Quant is dead, long live Insight?

Interesting client feedback via a Research buddy today – one of their clients had apologised for not putting quantitative work their way recently.  He explained that his role was now more about analysing his own customer data and buying in qualitaitive insight than farming out huge ‘how many and how much’ surveys.

If we accept that the world has fragmented in every long-tailed possible way (consumers, media channels, product and service distribution channels etc) and speeded up at the same time, then perhaps he has a point.

What’s the point of knowing how many potential customers there are out there if you don’t prioritise how to effectively communicate with them?

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