What is the key characteristic of qualitative research?

Qualitative research is fundamentally centered on exploring and understanding the meanings, experiences, and perspectives of individuals. Its primary aim is to gain insights into how participants interpret their social world, allowing researchers to capture rich, detailed descriptions of phenomena as viewed by the individuals being studied. This approach often involves open-ended questions, interviews, and observations that encourage participants to share their thoughts and feelings in depth.

By focusing on participants' perspectives, qualitative research is particularly valuable in fields where understanding context and human experience is crucial, such as psychology, sociology, and anthropology. This contrasts with quantitative research, which prioritizes numerical data and statistical analysis to draw conclusions.