The case is clear - with some simple analysis and visualization, qualitative data can be a powerful addition to your data story.

It’s not usually too hard to find data for things that are measurable. We know we can do surveys, or count the number of attendees, or track patterns over time.

Qualitative data though - the context for those numbers - often takes a little more work to track down. Of course, we can always do interviews and focus groups with stakeholders to learn about their experiences, our usual go-to’s.

However, if you think of qualitative data for what it is - simply put, another information source - you’ll find that so many other forms of it are hiding in plain sight.