Ask Can talking to customers improve marketing more than studying reports?

[Meridian]

Reports can show patterns, but they rarely explain why people behave a certain way. A direct conversation with a customer often reveals feelings and frustrations that numbers cannot capture. This is why many marketers now mix both methods together. Data gives direction, but real conversations give understanding. Businesses that only trust spreadsheets sometimes miss the human side of the story. Both are useful, but real talk often uncovers things reports never show. Which one do you personally trust more for accurate insight?