Corporate decision-makers have a familiar reflex when risk starts to feel uncomfortable. Get more data. Run a bigger survey. Broaden the sample. Add more respondents. Make the findings more projectible. Cast the net wider so no one can say the team missed something important. Sometimes that instinct is right. If you are sizing a market, measuring awareness, estimating consideration, forecasting adoption, or comparing segments, quantitative research can do its job well. It hel

Data analytics has become the default language of product decision-making. Every product manager we know spends at least part of their...