Analytics Unplugged Ep. 9: Understanding the "Why" Behind Customer Choices

In our latest episode of Analytics Unplugged, we sat down with Sarah Ainouz , Market Research Analyst at Kubota Tractor Corporation, to explore the crucial role of qualitative research in unlocking customer needs and motivations.  

Sarah shared fascinating insights into how her team digs deep into customer behavior to unearth the hidden drivers behind purchasing decisions.

From understanding subconscious motivations to leveraging laddering techniques, Sarah emphasizes the value of moving beyond surface-level data to uncover what truly matters to customers.   

Key Highlights from the Episode: 

• The Power of Qualitative Research: Sarah explains how qualitative research helps companies dive deeper into customer motivations, revealing insights customers themselves may not consciously recognize. By employing exploratory research, teams can hypothesize around emotional drivers, which they can then quantify to make informed business decisions.   

• Laddering Technique: A key takeaway from Sarah's process is the laddering method used during customer interviews. Starting from a product feature, her team builds up through probing questions to understand the ultimate values driving customer choices, such as the desire for safety or prestige. This technique brings to light the emotional and psychological factors that influence purchasing behavior.     

• Shifting from Product to Market Focus: Sarah discusses Kubota's transition from a purely product-centric approach to a broader, market-focused strategy. By understanding the broader "jobs-to-be-done" that customers aim to accomplish, Kubota can develop innovations and solutions that meet not just functional needs, but also emotional and aspirational ones.     

• Advice for Marketers: Sarah recommends Anthony Ulwick's book What Customers Want, which outlines how companies can break down customer problems and identify new opportunities through customer-centric innovation.   

Why This Matters 

For marketing professionals and researchers alike, this episode offers a deeper understanding of how qualitative insights shape more meaningful connections with customers. Sarah's expertise sheds light on the importance of balancing both qualitative and quantitative research to create a holistic view of the customer journey.   

Missed the episode? Catch the full conversation now and gain fresh perspectives on how to elevate your research techniques for better customer alignment. 

Stay tuned for the next Analytics Unplugged episode, where we’ll continue exploring how data-driven insights can transform business strategies.