What Is Qualitative Research? A Simple Guide
A beginner-friendly guide explaining what qualitative research is, when to use it, and its most common methods, like interviews and focus groups.
If you want to know **how many** people clicked a button, you use quantitative research. If you want to know **why** they didn't click it, you use qualitative research.
Qualitative research is an exploratory approach used to uncover thoughts, opinions, and motivations.
Unlike quantitative research which focuses on numbers, this method focuses on words, stories, and observations.
Its goal is to gain a deep, contextual understanding of a problem from a human perspective.
This guide provides a simple introduction to the core concepts. For a more detailed exploration, see our complete guide on Qualitative Research.
Core Characteristics
Qualitative research is defined by a few key characteristics that set it apart from quantitative methods.
It aims to answer open-ended questions about motivations, feelings, and perceptions rather than 'how many' or 'how much'.
It uses smaller, non-random samples because the focus is on depth of insight, not statistical significance. The goal is 'saturation,' not a specific number.
Researchers often start with observations and build theories from the data, rather than starting with a rigid hypothesis to test.
The data collected is non-numerical and comes in the form of interview transcripts, observational notes, and video recordings.
When to Use Qualitative Research
Qualitative research is the right tool for discovery and exploration, not for measurement or statistical validation.
When you don't know what you don't know, and need to understand the problem space from the customer's perspective.
Before running a large-scale survey, qualitative research helps you discover the right questions to ask.
To build a deep, empathetic understanding of your target users' motivations, goals, and pain points.
To learn the exact words and phrases your customers use to describe their problems, which is invaluable for marketing copy.
Common Qualitative Methods
These four techniques are the workhorses of qualitative research.
One-on-one conversations that allow for a deep exploration of an individual's perspective.
Moderated group discussions used to gauge initial reactions and observe group dynamics.
Observing people in their natural environment to understand their behavior in context.
Participants self-report their activities and experiences over a period of time.
Frequently Asked Questions
Ready to Uncover Deeper Insights?
Download our free Qualitative Research Kit, including an interview guide template and a participant consent form.