DISCUSSION QUESTIONS: Are there cases in 2022 where a retailer shouldn’t have a “data-driven culture”? How important do you consider qualitative data when designing the customer experience and how is it best employed?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust:

It is critical to align qualitative data with quantitative data. Without integrating both, you will not get the whole picture of your shopper. Sounds easy, but many are not doing this, or at least not as well as they could and should.

Read the entire article at Retail Wire: