What type of data does qualitative research typically analyze?

Qualitative research typically analyzes non-numerical data, which is reflective of its primary focus. This type of research aims to understand underlying motivations, experiences, and perspectives, rather than quantifying elements through numerical representation. Non-numerical data can include text, images, interviews, open-ended survey responses, and observations, which provide rich, contextual insights into the subjects being studied.

This approach allows researchers to gather in-depth information that can reveal patterns, themes, and insights that numerical data alone may not uncover. By emphasizing quality over quantity, qualitative research enables a deeper understanding of complex phenomena, making it particularly valuable in fields such as marketing, where consumer behavior and preferences are critical to strategy development.