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Qualitative Research could be defined as market research where data is collected through conversational communication. It not only focuses on what the target audience believes but also why do they believe so known as the open-ended-questions. It consists of many different methods of data collection. It works on the principles of social sciences.

A Focus group is one of the many qualitative research methods. It includes a fixed number of respondents from the target market of the research being conducted. It is a group interview where multiple people are a part of it.

In qualitative research, transcription is conducted as one-on-one interviews or group interviews. It is always word to word. Transcription requires one to be careful and vigilant. There are however different types of transcriptions. Human transcription is usually better.

Unlike quantitative research that is concerned with numerical data only, qualitative research is more in-depth research about the topic chosen. It does not only focus on ‘what’, it also covers the ‘why’ aspect. Why a certain population thinks that way, their thought process behind that thinking, etc.

There are different types of qualitative research methods. In-depth interviews and focus groups deal with having a conversation with the targeted audience. There is a case study research and content analysis. There is also ethnographic research which demands getting involved with the participants of the research in real life.