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Better Understanding Makes Better Decisions - An Interview with David Schneer

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, host Jakob Löwenbrand welcomes back David Schneer, veteran qualitative researcher and founder of Merrill Research. David joins the show to share insights from his new book, Backbone: Surviving the Road Less Quantified, which weaves together decades of professional experience with deeply personal reflections. The episode centers on the evolving role of qualitative research and how marketers can gain a competitive edge by digging deeper into customer behavior, trust, and motivation.

 

 

Understanding qualitative research

David opens the discussion by explaining the basics: qualitative research is a method for gaining depth, context, and emotional understanding—unlike quantitative research, which prioritizes scale and predictability. It’s about asking fewer people better questions, and uncovering not just what customers say, but what they feel and why they behave a certain way. Particularly for B2B marketing and product development, qualitative insights can illuminate blind spots before major investments are made.

“Qualitative research is the art of depth of information… it involves conversations like you and I are having now.” - David Schneer

 

 

What’s changed—and what hasn’t

Post-pandemic, the field of qualitative research has seen major shifts: focus groups have moved online, recruiting practices have evolved, and traditional respondent databases have aged out. But one thing hasn’t changed, and David believes it’s a major blind spot: researchers still rely too heavily on the spoken word. In Backbone, he argues for a richer understanding of communication—one that includes body language, tone, and non-verbal cues.

“Moderators and interviewers are still paying too much attention to the spoken word… qualitative research just has to embed body language into it.”

 

 

Real-world lessons from the field

David shares powerful examples of how qualitative research led to better business decisions. In one case, insights from interviews helped a printer manufacturer pivot to “super tank” ink technology. In another, he uncovered cultural mismatches in a U.S. market launch for a Japanese VR headset. These stories show that the value of qualitative research lies not only in uncovering what customers want—but also in preventing costly missteps.

“We couldn’t give these things away in the U.S. for one simple reason—people aren’t going to wear this on a train where their personal safety is hindered.”

 

 

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Curiosity and grit as critical traits

Beyond methodology, David talks about the personal qualities that make great researchers—and great marketers. Curiosity, he says, is the engine of discovery, while grit is what gets you through the logistical, mental, and emotional demands of deep customer interviews. These same traits are essential in entrepreneurship, leadership, and navigating difficult conversations across all areas of business.

“You need to be curious. In marketing, you need to understand why your customers are doing this… and you have to dig and dig.”

 

 

When and why to use qualitative research

David emphasizes that qualitative research is most effective early in the product lifecycle—before big investments are made. It helps define minimum viable products, uncover emotional drivers, and even rescue product ideas from failure by revealing how real users perceive them. When used correctly, it complements quantitative work and boosts ROI by guiding better survey design or validating existing data.

“Quantitative research is best for evaluating things. Qualitative research is best for understanding things.”

 

 

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