Bob Sutton: Not Just Quantitative Evidence

Great post – in my view qualitative data usually creates more change; may be backed up later. He writes: “but the message really sunk in when folks for the Institute for the Future simply took CEO A.G. Lafley and his team shopping a few years back. This experience, in combination with work done with IDEO and P&G’s fantastic head of design, Claudia Kotchka, have helped P&G develop a deeper understanding of their customer experiences – and to tell better stories – than could have happened through quantitative evidence alone.”