What type of data does qualitative research seek to gather?

Qualitative research aims to gather in-depth, open-ended responses that capture participants' thoughts, feelings, perceptions, and experiences. This type of data is rich and descriptive, providing insights into the underlying reasons and motivations behind consumer behavior. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research prioritizes understanding the nuances of human experiences and subjective interpretations.

By using methods such as interviews, focus groups, and open-ended surveys, qualitative research allows for a detailed exploration of topics, enabling researchers to uncover patterns and themes that might not be visible through quantitative methods. This approach is essential for gaining a deeper understanding of consumer attitudes, preferences, and social contexts, which can inform strategic marketing decisions.