What is a key benefit of using both qualitative and quantitative data in category management?

Using both qualitative and quantitative data in category management offers a key benefit by providing a comprehensive view of consumer behavior. Quantitative data, such as sales figures and market share statistics, delivers concrete evidence about what consumers are buying and when. On the other hand, qualitative data, which includes insights from surveys, focus groups, and interviews, helps capture the motivations, preferences, and emotions of consumers.

This combination allows category managers to understand not only the 'what' of consumer behavior but also the 'why' behind it. For example, while quantitative data might show a spike in the purchase of a particular product, qualitative insights could reveal that this trend is driven by a new advertising campaign or a change in consumer diet preferences. Thus, by integrating both forms of data, category managers can develop more effective strategies that align with consumer needs, ultimately driving better performance and customer satisfaction.

Other options do not capture the essential principle of data integration in driving a deeper understanding of consumer behavior that is crucial for effective category management.