Power of fieldwork: Understanding customers starts from the trenches

MANILA, Philippines —

We’re often seduced by data. Charts, dashboards, surveys, and analytics seem like the ultimate way to understand customers.

However, data alone won’t give you the full picture. They lack context, can be incomplete or biased, and don’t explain the ‘why’ behind behaviors.

Human judgment and interpretation are essential to turn raw data into meaningful insights.
https://business.inquirer.net/549220/power-of-fieldwork-understanding-customers-starts-from-the-trenches