I personally have had this problem and tried looking for that insight hidden among our big data. but we discovered looking for patterns in quantiative data was

I personally have had this problem and tried looking for that insight hidden among our big data. but we discovered looking for patterns in quantiative data was a waste of time. Instead what we are focusing on is more qualitative data: interviewing customers, interviewing people who cancelled, and finding the "jobs to be done" of your prospective customers. then mapping that to your product features. once you truly understand your customer needs, knowing what to fix/improve is rather trivial.