Collection & analysis of non-numerical data, usually in the form of texts, audios, & videos to get a rugged understanding of users’ behaviors, opinions, perceptions, & pain points. These unlock deeper & richer insights, compared to just quantitative analysis & data points, often pointing to the “why” of user preferences that can be used to throw light on knowledge gaps & assumptions to generate ideas for product design.
By definition, qualitative research is exploratory in nature. Hence, it should be conducted in the initial stages of UX research, when we don’t know what to expect from the user’s end, have a poorly defined problem statement, and/or are confused about which approach to implement.
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Qualitative research focuses on understanding motivations and behaviours. It relies on interviews and observations.
India offers access to diverse user groups. This enables rich and representative insights.
Methods include interviews, contextual inquiry, and observation. These uncover deep user insights.
It is most effective during discovery and early validation. It helps define the right problems.
Yes, it informs product direction and positioning. Insights help prioritise decisions.
