# Qualitative research: what it is and how it works
> Qualitative research explores meanings, experiences and behaviours to understand how and why something happens.
URL: https://www.zorraquino.com/en/dictionary/qualitative-research

# Qualitative research

Qualitative research explores meanings, experiences and behaviours to understand how and why something happens

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It uses methods such as interviews and observation. Its design seeks depth and relevant diversity, not population percentages by default. The results should keep their context and show how the evidence led to the interpretation.

Topics

[Research and insights](https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights)

## Related concepts

- [Research hypothesis](https://www.zorraquino.com/en/dictionary/research-hypothesis)
- [Quantitative research](https://www.zorraquino.com/en/dictionary/quantitative-research)
- [Market research](https://www.zorraquino.com/en/dictionary/market-research)