Written by One of the most common things we hear from new clients is, “We have all the data, but we still don’t understand why things are performing the way they are.”
Why is the “why” important? It brings confidence and opportunity.
We often see an over-reliance on quantitative research, with the assumption that a large sample size will deliver certainty. But even with robust data, decision-makers can feel paralyzed and still find reasons to question the results. The real breakthrough comes from understanding why the data makes sense. That same understanding is what helps a good idea evolve into a great one. By unpacking why earlier versions fall short, teams can pinpoint true gaps in the market and make strategic pivots that drive stronger performance.
We recently helped optimize and assess packaging for an innovation where an established brand was looking to enter a new category. We understood how each design was doing in terms of breaking through at-shelf, shopability across SKUs, and communicating key benefits. That said, no one wanted to buy it. The deeper learning was that the brand, although well-known, was a poor fit for this category for a variety of really understandable reasons. The product was good, but the brand’s equity was a problem in this category.
That clarity of understanding why performance was lacking enabled the brand team to approach these next decisions of “what now” with eyes wide open. Pivots are never convenient, but understanding what would ultimately need to change to be successful in the learning phases is always better for the business than not knowing.
So, how do you answer why?
Understanding the “why” isn’t just about incorporating qualitative research techniques like asking open-ended questions. In fact, understanding the “why” is often NOT about asking the question, but rather finding a way to uncover it. More specifically, it takes four steps:
- Observing consumer behavior.
- Capturing their real and honest, often powerful, emotions.
- Having a conversation to better understand them.
- Applying expertise in analyzing data.
Commit to answering the why questions in your business and experience the empowerment and growth that follows.