Customer churn refers to the proportion of customers who discontinue their relationship with a brand, product, or service within a defined timeframe. In consumer intelligence, churn analysis goes beyond tracking the rate itself to understanding the underlying motivations, unmet expectations, and friction points that push customers toward exit. Qualitative research is particularly valuable here because churn decisions are rarely rational or single-cause. They accumulate through repeated disappointments, eroding trust, or a competitor offering something more resonant. Identifying these signals early, through real customer conversations rather than survey scores alone, gives enterprise teams the depth they need to intervene before attrition becomes a pattern.