Qualitative research is the art & science of collecting and analysing non-numerical data (e.g., text, video or audio) to understand concepts, opinions, or experiences. It focusses on obtaining data through open-ended and conversational communication. This is not only about “what” people think but also “why” they think so. Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology.
Qualitative research can be used to gather in-depth insights into a problem, deep dive into consumer experiences or generate new ideas for research. It is used to understand how people experience the world.