# Using Qualitative Data to Drive Strategic Product Decisions

By  
Liliana Osorio  
Last Updated: July 31, 2025  
Reading time: 1 minutes

In this article, we share insights from product leaders from [Indeed](https://uk.indeed.com/) and [Qobuz](https://www.qobuz.com/gb-en/discover) 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**](https://www.linkedin.com/in/margaret-howe-48865b10/) 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.

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## **From Feedback to Feature Launches**

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

- [**Qobuz's Axel**](https://www.linkedin.com/in/axeldestagnol/) **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.

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## **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.

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## **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.

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## **Takeaways for** [**Product Teams**](/content/solution/teams/product/index.html)

- 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.