How data science and qualitative, human insights work together comes up often at UserTesting. When organizations or individuals are resistant to qualitative insights, it's often because of the story their data is telling them. For example, if a large number of customers are behaving a certain way-according to data-then what's left to deduce? We often hear things like, 
"What does it matter if 20 people say one thing if 1,000 people are doing something else?"