What is qualitative research?
Qualitative research gathers information about a subject to understand the ‘why’ and the ‘how’ of what is happening. Researchers may use focus groups, individual interviews and observation.
Back to B2B GuideQualitative research gathers information about a subject to understand the ‘why’ and the ‘how’ of what is happening. Researchers may use focus groups, individual interviews and observation.
Back to B2B Guide