Qualitative Research

Qualitative research is used to find non-numerical data. It thereby focuses for example on people's experiences, behaviours or interactions. A detailed understanding of"how" or "why" something happens or happened is gained and qualitative research goes more into depth instead of breadth. Observations, interviewing or focus groups are possible methods to obtain qualitative data.Qualitative research is key also for innovation as it allows to better understand different stakeholders and their needs.