The piece isn't terrible – the author has found the value of qualitative research. Yay! (I do a bit of that, so I'm biased). The title however, is wrong. It'

The piece isn't terrible – the author has found the value of qualitative research. Yay! (I do a bit of that, so I'm biased). The title however, is wrong. It's more about figuring out how to measure the right things and not missing signal because of bad measures. Open-ended, qualitative research is good at that because it helps the signal stand out – you can find unknown unknowns and then figure out how to be more systematic in measuring them.