What is a primary reason organizations utilize qualitative information?

Organizations utilize qualitative information primarily to analyze customer opinions about products. This type of information is invaluable in understanding customer perceptions, feelings, and motivations, which are often not captured by quantitative data. By gathering qualitative insights, companies can glean deeper insights into what customers value, their preferences, and how they perceive the brand and its offerings. This understanding can inform product development, marketing strategies, and customer service improvements in ways that numerical data alone cannot achieve.

The other choices illustrate methods or types of data collection that are more aligned with quantitative research, such as gathering numerical data or creating financial forecasts. While summarizing factual data is also important, it does not capture the nuanced perspectives that qualitative information offers. Thus, qualitative data serves a unique and essential role in shaping an organization’s strategic decisions based on customer insights.