Saurage Research Blog Customer Experience Journey Mapping

Big data has been the big rage for a while now. Long enough for companies to recognize its limitations. Namely, reams of detailed quantitative data may tell us about the past, but only go so far in predicting the future. While it may suggest trends, it doesn't delve deeply into the motivations behind behavior, which can reveal opportunities, which gets back to why people spend money for research in the first place.