Qualitative data is non-numerical information that captures user attitudes, motivations, and perceptions. It is often used to understand why users behave the way they do.
Qualitative data provides depth and context.
Examples in Action
- User interviews
- Usability testing observations
- Open-text survey responses
- Session recordings
Typical Outcomes / Results
- Deeper understanding of user needs
- Improved hypothesis development
- Clearer interpretation of quantitative patterns
- Identification of emotional or cognitive barriers
This definition reflects common qualitative research practices.