Numbers Matter but So Does the Story

The most important things are often the hardest to measure.

In an era where AI and data-driven strategies are transforming the way businesses operate. Quantitative data has never been more critical. Yet, while numbers can reveal patterns and behaviours, there are still aspects of human experience like emotions, trust and loyalty that simply cannot be measured by numbers alone. 

What’s the ROI of Morrison’s introducing 'Quieter Hour', Lidl placing its bakery at the front of the store to not only stimulate the senses but also evoke feelings of nostalgia, Waitrose offering excellent customer service by personally guiding customers to products, or retailers providing free fruit baskets for children? These thoughtful gestures create a positive shopping experience for everyone. While their impact may be hard to quantify, they significantly build loyalty and trust.

The Role of Market Research: Metrics That Matter

Although many of the most valuable aspects of business can’t be measured, market research still plays a critical role in uncovering meaningful insights. The key lies in focusing on metrics that matter those that reflect purpose, rather than just performance. The best research isn’t preoccupied with monitoring every single data point. Instead, it delves into human behaviour, perceptions, and feelings. This is why well-curated panels those designed to offer depth and insight rather than just numbers are so important. The right qualitative data, paired with good quantitative insights, helps brands tap into how their audience truly feels, what resonates emotionally, and how their brand identity is perceived.

Take visuals, for instance. Whether it’s packaging or an advertisement, the visual experience evokes emotions that aren’t easily quantified. Yet, research into how visuals affect consumer perception through panel testing and creative analysis can yield valuable insights, offering a balance between qualitative and quantitative data.

The Immeasurable is Inevitable

Ironically, despite businesses’ best efforts to track and rationalise everything, it’s often the things we can’t measure that carry the most significance. While market research and thoughtful metrics can guide decisions, many aspects of branding, design, and customer experience work because they strike an emotional chord. We may not be able to explain or prove them in exact terms, but we all recognise their value when we experience them.

Decisions in grocery shopping are influenced by more than just price or practicality. Emotional triggers, trust in quality, and the various roles we play whether as a parent, a professional, or simply making personal choices shape our decisions. Small, seemingly unnecessary details, such as packaging, brand values, or the perception of a product, often carry far more weight than we might think, even when they can’t be directly measured.

So, if you’re ready to unlock the secrets of what truly drives your customers, get in touch! We’ll give you the best of both worlds, meaningful numbers paired with deep insights hello@groundedresearch.co.uk