Context vs Numbers

Greg Salmela
Nov 11, 2020

Biden may have won the American election, but the blue wave that was predicted by pollsters didn’t materialize. Polls, like any tool of quantitative research, need a qualitative foundation. Without context, numbers are less meaningful.

The marketing discipline also leans on a quantitative picture of people. By contrast, human-centred firms like my own have been taking an anthropological approach to market communications because the subtle nuances of values and context are arguably more important than demographics and psychographics.

All this to say, whether it is the media or marketers attempting to understand human beings, giving more weight to numbers than to context can result in less effective understanding.

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Aegis is a relational design firm. We help create emotionally-intelligent brands and organisations.

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Greg Salmela

Hanging with human-centred thinkers, researchers and designers.