The human side of every data point.

A chart can show a change in behavior, but it cannot always explain why that change happened. Listening to people adds context that is easy to lose in aggregated data.

Quantitative methods help identify patterns across a defined audience. Interviews and group discussions help explore motivations, tensions, and the language people use to describe their experiences. Neither approach replaces the other.

Choose a method based on the question, rather than habit. When scale and depth are both important, a mixed-method approach can offer a fuller picture.