What is Qualitative Research?

What is qualitative research?

Qualitative research is the collection and analysis of data concerned with understanding or observing behaviours most commonly reported as non-numerical data. This type of research is used to understand how consumers perceive a product, brand, or experience through data-like text responses, videos, pictures, or audio recordings.

Qualitative research methods

While there are plenty of studies that can collect both qualitative and quantitative data, there are some methods of user research that are ideal for collecting qualitative data:

Interviews
Focus groups
Ethnographic field studies
Usability tests
Diary studies

Landscape of user research methods (X-axis: Qualitative vs. Quantitative; Y-Axis: Behavioral vs. Attitudinal) — Landscape of User Research Methods

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