What is Qualitative Research?

Qualitative research is a method that involves collecting non-numerical data through interviews, observations and documents. Researchers focus on depth and context, seeking rich understandings of the research topic. The data is analysed for patterns and themes to gain insights.

Qualitative research provides in-depth understanding of social processes and individual experiences, making it a useful ‘in the now’ data source, informing TrendBible’s Intelligence Gathering process.