What is qualitative research? Qualitative research is a term to describe a variety of approaches and methods to the study of natural life. Qualitative researchers collect non-numerical (qualitative) data through a variety of methods (e.g. document analysis, literature reviews, focus groups and interviews, surveys/questionnaires, social media: twitter linkedin, facebook) with a view to gaining an in-depth understanding of human behavior. This approach uses various data sources including documents, audio, video, images and datasets to investigate the why and how of decision making, not just what, where, and when, as is often explored with quantitative (numerical) methods.

NVivo is a widely-used software program to help manage qualitative research. You can read more about it here. We can help you in setting up/designing your project, in preparing and conducting your analysis of the data, and in writing up and publishing your results. An added bonus is that you can also support an Australian software company, QSR International.