a broad category of research methods and techniques, sharing the following features:

• Focused on uncovering, describing, explaining various phenomena, and not their frequency;
• Using as data source individual respondents, or small groups, recruited using targeted criteria - focused upon a narrow research subject;
• Use of non-standardized research tools - a broad discussion guide/scenario, flexibility of discussion, individual insights;
• Posing explorative questions, focus on non-tangible issues - explaining motivation, attitudes and behavior, revealing hidden convictions and emotions, uncovering associations, stereotypes, patterns of reacting, rating, expressing ones thoughts, etc;
• Using a specialized type of researcher, with psychological bent - direct participants, observers, animators of research;
• Lack of standardized methods of analysis and data interpretation - based on experience, knowledge, intuition of the researchers;
• Avoiding the generalization of results - of forwarding general conclusions, true to the whole population.

Qualitative research usually serves as the first stage in research of phenomena, ideas, before any attempt at quantification is made. Qualitative research also is a form of explaining issues that are impossible to measure with conventional methods, cannot be revealed through direct questioning.
The most popular qualitative methods are- group discussions (so-called FGI), In Depth Interviews, active observation.