Scaling up Qualitative Findings: The Hundred Voices Program at Colt

Recently, we had a chance to interview Noah Subhrasheel Roychowdhury, Global Head of Customer Intelligence at Colt. He told us about the COLT’s flagship program and gave us a sneak peek into his challenging presentation for the upcoming QUAL360 EU Virtual conference, taking place March 3-5.

Question #1: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?

Noah: Qualitative data is not simply a warm-up act for quantitative data. Qualitative data, collected over some time is vital to unlocking customer motivations and understanding customer behaviour. Attempting to conduct longitudinal qualitative studies carries risks and challenges.

Question #2: Why did you choose the topic of your talk?

Noah: Hundred Voices is the flagship qualitative study at Colt. This has been developed in a very quantitative, numbers-driven business. I thought it would be useful for qualitative practitioners to understand the challenges and benefits of creating qualitative analysis in an otherwise numbers-driven environment.

Question #3: What motivates you to join QUAL360 2021 and what are your expectations?

Noah: Last year I attended the session in Berlin in partnership with one of our agencies. I learned a lot from the sessions that we attended. I really liked the constructive and engaging discussions at the conference. This year when I was approached to present at the virtual conference – I accepted without any hesitation.

Question #4: There is a lot of talk about the current state of consumer insights and the impact of technology. How would you sum up the current state of the industry in 1-2 sentences?

Noah: Putting all eggs in the algorithm basket is risky when examining customer behaviours. At Colt, we are actively mitigating against that risk. Using technology to join customer data and operational data is the next big challenge for Colt in 2021.

You can also read: Evaluating How Consumer Behaviour Changes in Restricted Environments