Qualitative research is a sort of social inquiry that primarily focuses on the various ways of how people interpret their knowledge based on their respective backgrounds. It also affects how they interpret the events in their day-to-day lives.

Qualitative research can be used to ask the question “why.” It is investigative and is often open-ended until further research is conducted, and this method requires more effort in exploratory skills and dynamic way of thinking.

With Qualitative methods, if the responses do not fit the expectations of the researchers, then qualitative research might explain something that numbers itself cannot explain alone. By doing Qualitative research, researchers are allowed to be more speculative about which segments they need and how to investigate. It allows prompt data capture according to the instinctive or gut feelings of the researcher where good information can be revealed. If the gathered insights are not useful, then the researchers can adapt questions to change the settings or variables and improve the responses.

Any type of research be it qualitative or quantitative, both the approaches have pros and cons. Qualitative research is far more focused, experimental and concentrated in capturing the views and feelings of the participants.