Qualitative Research

Qualitative research is used to find non-numerical data. It thereby focuses for example on people's experiences, behaviours or interactions.

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.

More Innovation Glossaries

Business Model

Business Model

A company's Business Model incorporates everything that the business does to capture value such as its products or services, customers, revenue streams and cost structures.

Divergent Thinking

Divergent thinking is the process of generating creative ideas by exploring many possible solutions in a spontaneous, free-flowing manner.

Wisdom of the Crowd

The Wisdom of the Crowd occurs when a large group collectively makes better decisions than a small group and even experts.

Top Qualitative Research Resources