Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research uses several techniques including In-depth interviews, Focus groups, Ethnographies, Online Communities, and Observations. Interviews may be unstructured, with open-ended questions on a topic and the interviewer adapts to the responses. This method is about “what” people think and “why” they think so