What kind of data do qualitative research methods primarily gather?

Qualitative research methods are designed to gather non-numerical data, focusing on understanding meaning and experiences. This type of research prioritizes depth over breadth, aiming to explore the complexities of social phenomena by engaging with participants in their contexts. Through interviews, observations, and open-ended questions, qualitative research captures nuances and subjective experiences, allowing researchers to uncover insights into people's thoughts, feelings, and motivations.

This approach is particularly valuable when studying social processes, cultural norms, or individual behaviors, as it enables a detailed exploration of how people interpret their realities. Unlike numerical data, which can easily be quantified and analyzed statistically, qualitative data provide richer narratives and contexts that can reveal underlying patterns, relationships, and social dynamics. Thus, the emphasis on meaning is central to qualitative research, as it seeks to understand rather than merely measure human behavior.