Qualitative Research - Emotion

Beyond the reach of quantitative analysis

The proliferation of "big data" means qualitative research is now more relevant than ever:

Qualitative research is a powerful diagnostic tool, well suited to complex issues, especially decision-making processes. It identifies what people weigh up on both the functional and emotive levels. It goes beyond describing their overt, logical trade-offs. It reaches into the more covert, deeper levels of their emotions and the drivers of their desires as consumers of products and services.