South Africa, April 22 -- But true qualitative research isn't about gathering statements - it's about uncovering what customers don't say outright.

Because people often don't have the words to fully articulate their experiences. They've been conditioned to respond in ways that protect them - either by avoiding conflict, over-explaining, or shutting down altogether.

To get to the insights that matter, researchers must go beyond surface-level answers and create a space where customers feel heard and safe enough to reveal what they really think and feel.

Why customers hold back, and how to break through

When asked about their experience, customers don't always provide straightforward answers. Instead, they instinctively fall into three r...