Qualitative research is a field of seeking out information on the reasons behind actions- in cases of commercial organizations and development organizations, why the consumer or client does what he/ she does.

Qualitative research analyses unstructured information –interview transcripts and recordings, feedback forms, videos etc and does not base its conclusions on statistics or numbers. It is used to gain insight into people's attitudes, behaviours, value systems, concerns, motivations, aspirations, culture or lifestyles.

Once equipped with these insights, managers are able to make informed decisions, form adequate policies and develop ‘insightful’ and meaningful communication.