Qualitative data has a richness and depth that you don’t always find with numerical data. This is something I quickly discovered on joining the Virginia Tech University Libraries from a background in ...

If you were trying to identify the most influential people within a large and active Facebook group, would you restrict yourself to analysing “number of posts” and other quantitative metrics only? In ...

Lacking a holistic understanding of their target audience limits marketers’ ability to create the most effective strategies. Yet they often prioritize the concrete metrics of quantitative data, such ...