Using Qualitative Data to Drive Strategic Product Decisions

In this article, we share insights from product leaders from Indeed and Qobuz about how qualitative feedback can influence everything from roadmap prioritization to company-wide strategic pivots.

Read this hands-on example at how organizations can better balance quant data with customer narratives.

When and Why to Use Qualitative Data

Qualitative insights are essential, especially during early product development and innovation phases:

• Indeed's Margaret Howe emphasized using qualitative data to define new experiences—particularly with AI agents—by quickly iterating prototypes and gathering user expectations.
• She uses quant data to understand user cohorts and prioritize where to invest resources, while qualitative data shapes product vision.

From Feedback to Feature Launches

Qualitative insights don’t just refine existing ideas—they uncover new ones:

• Qobuz's Axel shared a standout example: During user interviews for a library redesign, participants surfaced unprompted needs around music discovery via labels and awards. This led to a major feature launch that’s now generating strong user feedback.
• Qobuz also used qual + survey data to validate demand before investing in full development.

Strategic Shifts Informed by User Sentiment

Axel explained how Qobuz moved from messaging solely on audio quality to a broader value proposition focused on artist remuneration, culture, and conscious consumption:

• This shift emerged from user comments praising their ethical positioning—feedback that wasn’t previously captured by metrics alone.
• The company even published transparent data on artist payouts to support its new brand direction.

Operationalizing Qual Data

To integrate qualitative insight across teams, Margaret highlighted a few proven practices:

• Bring UX, data, and product into the room early to co-define vision and challenges.
• Use templates to help PMs identify what evidence exists, what’s missing, and who to talk to.
• Avoid over-optimization by stepping back to hear user narratives and revisit assumptions.

Takeaways for Product Teams

• Use qualitative data to define product direction—not just validate it.
• Conduct interviews even in scrappy teams—10–15 users can surface clear themes.
• Use user stories to shape messaging and positioning, not just UX design.
• Align qual feedback with strategic goals using prioritization frameworks.

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