No great marketing decisions have ever been made on qualitative data
You may have heard the world is made up of atoms and molecules, but it's really made up of stories. When you sit with an individual that's been here, you can give quantitative data a qualitative overlay.
Data is not information, information is not knowledge, knowledge is not understanding, understanding is not wisdom.
When you're an investor, you can look at the quantitative and qualitative elements of an investment, but there's a third aspect: What you feel in your gut.