Qualitative research play important roles in product development. Qualitative data provides information about user behaviors, needs, desires, routines, use cases, and a variety of other information that is essential in designing a product that will actually fit into a user’s life.
Hello Muawya, qualitative research is very important when one wishes to understand more in depth about a phenomena or experiences. For ex in the various environments I work in clinically we might want to ask a particular group of patients how they experience receiving a diagnosis. We simply can't get this information quantitatively. There are many more reasons than this of course. But this is one real example of research that is being carried out clinically right now. In other environments than clinical, qualitative research is also useful for a similar reason, how a particular population experiences a particular phenomena and what we can do in terms of various approaches to help this group There are also various methodologies available for analysis depending on the aims of your research. This is a very simple answer. I hope it helps.
Qualitative research describes the phenomenon very well and it is an opportunity to understand in depth the issue
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