What does qualitative analysis focus on?

Qualitative analysis primarily concentrates on non-numeric data, which includes subjective information such as opinions, feelings, and descriptions. This method is significant because it helps to gain insights into the underlying motivations, attitudes, and behaviors of individuals or groups, which can be invaluable in areas such as market research, social sciences, and organizational studies.

By employing qualitative analysis, researchers can explore complex phenomena that cannot be quantified easily, providing a richer context for understanding issues beyond mere numbers. This approach often includes techniques like interviews, focus groups, and content analysis, allowing for a deeper exploration of themes and patterns within the data. Such insights are vital for making informed decisions, particularly when assessing customer satisfaction, employee engagement, or other areas reliant on human experience and perception.