Qualitative Research

Our definition of Qualitative Research: 

In-depth research that typically provides a detailed, comprehensive understanding about a particular issue by observing what people do and say. Exploratory and open-ended in nature, qualitative research, unlike quantitative research, cannot be quantified or analyzed quantitatively and typically requires the use of subjective analysis. Examples of qualitative research techniques include:

• Focus groups
• Group discussions
• One-on-one in-depth interviews
• Open-ended questions