Qualitative research

Qualitative research is a way of finding out information about people's beliefs and opinions. It involves gathering data (information) by talking to people in different situations. Qualitative research helps us to understand why people think, feel and act in certain ways. It can help us understand what people are thinking and feeling but can’t explain why they have those thoughts and feelings. Qualitative research can help us figure out what people like and don’t like, or what they need or want.