qualitative research techniques

Qualitative research techniques are methods used to gather deep, detailed insights about people's opinions, feelings, and behaviors. Instead of numbers or statistics, they focus on understanding the "why" and "how" of a situation. Common techniques include interviews, where researchers talk directly with individuals; focus groups, which are group discussions; and observations, where researchers watch how people act in real settings. These methods help uncover themes, motivations, and experiences that aren’t easily captured through surveys or data charts, providing a rich understanding of complex social phenomena.