Governance Frameworks for Harmonizing Qual & Quant Insights

THE GIST: It's powerful stuff when we bridge qualitative and quantitative data. In this talk, I'm going to go over why we need governance frameworks when synthesizing data and just how impactful these insights can be. I’m also going to introduce frameworks to analyze and protect customer data while staying compliant. AUDIENCE: This is perfect for anyone who works in CX, Voice of the Customer, or Customer Insights. It’s also helpful for mixed methods researchers and UX research teams. Product analysts and marketing analysts working with qualitative data would also benefit! OUTLINE: 1. The Customer Insights Data Ecosystem 2. Wins from Qual/Quant Analysis 3. Governance Failures and Consequences 4. Compliance Requirements (GDPR/CCPA) 5. Governance Frameworks 6. Key Takeaways ABOUT ME: I am a data analyst through and through! I graduated from The Wharton School with a concentration in Business Analytics in 2017. Since then, I’ve worked in analytics across industries, including public relations, non-profit, retail, and tech. At Mailchimp, I was a privacy ambassador and championed GDPR and customer data best practices while pioneering dashboards that combined user feedback with product journey behaviors. Most recently, I served as Lead Analyst of Customer Insights at Eventbrite, where I synthesized qualitative research findings with product data to inform strategy. In this role, I leveraged governance frameworks to manage customer interactions from surveys to product interactions and customer support feedback. In 2024, I founded Fully Analytics, an on-demand analytics and data science service that offers fractional and project-based solutions. NOTES: I’m happy to scale this talk to 30 minutes or 60 minutes depending on time slots! I’ll also come with a presentation as well. I’m not sure if I’d be a data vendor, because I started Fully Analytics as a freelancer and fractional data analyst. I’d say most people on this call aren’t my target customer. Let me know if there’s an issue, though! I totally understand.