Qualitative Research: An Approach That Provides Depth in the Research Process
February 19, 2026
When starting a research project, we often focus on questions like "How many people?", "How much?", or "What percentage?" Yet in some situations, what is truly needed is to go beyond numbers — to understand how people think, what they experience, and how they make decisions. This is exactly where qualitative research comes in.
Qualitative research is an approach that provides depth in the research process and focuses on generating meaning. It is a method that researchers frequently prefer, especially when it comes to understanding complex human behaviors, perceptions, and motivations.
What Is Qualitative Research?
Qualitative research is a systematic process of data collection and analysis aimed at exploring individuals' experiences and their worlds of meaning. It primarily seeks to answer "why" and "how" questions.
For example, if a product is not receiving the expected attention, simply looking at sales figures is not enough. Why are consumers showing low interest in the product? How do consumers perceive it? Which features matter to them? What emotions influence their decision-making? These kinds of questions are answered through qualitative methods.
Why Is It Important?
Qualitative research is a powerful source of insight that shapes the direction of a study. When applied correctly, it:
- Provides decision-makers with a deep understanding
- Enables new ideas to emerge
- Allows existing assumptions to be tested
- Lays the groundwork for quantitative research
Moving forward with incorrect assumptions leads to both time and resource waste. Qualitative research makes the invisible visible and places decision-making processes on a solid foundation.
How Is Qualitative Research Conducted?
- The research question is clarified: What behavior or phenomenon do we want to understand?
- An appropriate method is selected: One or more techniques such as in-depth interviews, focus groups, observation, or case analysis are chosen.
- Data is collected: Participants' experiences are recorded in detail.
- Coding and analysis are performed: Common themes, recurring expressions, and meaning patterns are identified, and descriptions are made.
- Interpretation is carried out: Findings are contextualized within the framework of the research question(s).
Throughout this process, it is essential for the researcher to be systematic and unbiased.
Marketing Research Example
Consider a bank whose mobile application is perceived as "complicated" by users and receives low ratings in app stores. Quantitative data can show low satisfaction scores and the number of negative reviews. But the truly important question is: why do users find the application complicated?
In-depth interviews and usability tests conducted at this point can focus on the following questions:
- At which stage do users struggle the most within the app?
- Why are basic functions such as money transfers and bill payments confusing?
- Does the visual design create a sense of trust? If yes or no, why?
- What do users feel while using the app: stress, insecurity, wasted time?
As a result of the interviews, it may emerge that users do not find the menu structure intuitive, that there are too many steps in a transaction, or that the technical language is hard to understand. These insights can form the basis for strategic decisions such as simplifying the interface design, restructuring the user experience, and changing the communication language.
Strengths and Limitations
The greatest strength of qualitative research is the depth it provides. It seeks to understand participants' perspectives by taking their context into account. It also allows unexpected themes to emerge.
However, generalizability is limited and the analysis process is time-consuming. For this reason, methodological rigor and transparent reporting are critically important.
A Changing Process in the Age of Digitalization
Today, online interviews, automated transcription tools, and qualitative data analysis software are accelerating research processes. Thanks to these developments, qualitative research has become more accessible and scalable.
Conclusion
Qualitative research is not merely a data collection method; it is a holistic research approach based on generating meaning. It is a powerful tool for researchers who want to deeply understand human behavior, perceptions, and decision-making processes.
A sound research process begins with the right questions and advances with the right methods. Qualitative research is one of the most important components of this process — the one that adds depth.