Numbers bias us. Things that can be counted seem safer, more predictable, and more organized. But quantitative customer data always looks back, measuring what happened before. The past can suggest the future if conditions don’t change, but there is much change today. Qualitative data is harder to nail down, but if we aim to understand why – not just what – we have a better chance of discovering what happens next. An understanding of motives and context can better predict future behavior.