Qualitative data is unstructured and exploratory data that in market research is most often obtained through ethnography, interviews, focus groups, and general observations.
Example: Findings from a focus group on why consumers love their favorite Disney character.
Qualitative data allows us to gain deep insights into the topic at hand. It can give us the “why” behind the “what” of survey data and allows us to discover attitudes, emotions, perceptions, and more.
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