How can you incorporate qualitative data into your KPI tracking?

1 Why use qualitative data?

Qualitative data can complement and enrich your quantitative data by revealing the underlying reasons, motivations, and perceptions behind your results. It can help you understand the context, meaning, and impact of your actions and outcomes, as well as identify areas for improvement, innovation, and learning. Qualitative data can also help you engage and empower your stakeholders, such as employees, customers, partners, and suppliers, by giving them a voice and a platform to share their views and experiences.

2 How to collect qualitative data?

There are many methods and tools to collect qualitative data, depending on your purpose, scope, and resources. Some common examples are surveys, interviews, focus groups, case studies, observations, diaries, and testimonials. You can use online platforms, such as Google Forms, SurveyMonkey, or Qualtrics, to create and distribute surveys and collect responses. You can also use video conferencing, phone calls, or face-to-face meetings to conduct interviews or focus groups. You can also ask your stakeholders to write or record their feedback, opinions, or stories in text, audio, or video formats.

3 How to analyze qualitative data?

Analyzing qualitative data can be more challenging and time-consuming than quantitative data, as it involves interpreting and synthesizing large amounts of unstructured and diverse information. You need to have a clear and consistent framework to organize, code, and categorize your data, as well as a method to identify patterns, themes, and insights. You can use software, such as NVivo, Atlas.ti, or MAXQDA, to help you with the analysis process. You can also use techniques, such as content analysis, thematic analysis, discourse analysis, or narrative analysis, to explore and explain your data.

4 How to report qualitative data?

Reporting qualitative data can be more creative and flexible than quantitative data, as it allows you to use different formats and styles to present and communicate your findings. You can use text, images, graphs, tables, charts, diagrams, maps, or videos to illustrate and highlight your data. You can also use quotes, stories, examples, or testimonials to add depth and authenticity to your data. You can also use frameworks, such as SWOT analysis, PEST analysis, or SMART goals, to structure and summarize your data.