If quantitative research solves the problem of "what", then qualitative research solves the problem of "why". Qualitative research explores the "why" rather than "how" of a topic by analyzing messy information, which includes all kinds of information, such as historical records, scripts and recordings of conversations, notes, feedback forms, photos and videos.
Different from quantitative research, it does not only rely on statistical data or figures to draw conclusions. There are also formal research methods such as "grounded theory" and "ethnology".
Its role:
Qualitative research is a way for researchers to define or deal with problems and a market research method to reveal the essence of things. Generally speaking, it is to study consumers' views in depth and further explore the reasons of consumers in one way or another. If quantitative research solves the problem of "what", then qualitative research solves the problem of "why".
Usually as a new product, planners will face a lot of confusion before listing. For example, who should it be sold to, what are the benefits of its products, whether consumers need these benefits, how much they are willing to spend to buy these benefits, what do consumers think of this new product, will they like this packaging and style ... why?
So many problems, the planner can't solve the meeting in the office, surfing the internet and patting his head. Only through proper qualitative research can we get the correct answers to these questions.