What does qualitative research primarily focus on?

Qualitative research is fundamentally aimed at understanding the complexity of human experiences and the meanings that individuals ascribe to their lived realities. It emphasizes the depth of insight garnered from participants' viewpoints rather than generalizing findings across a wider population. This approach allows researchers to gather rich, descriptive data that sheds light on participants' thoughts, feelings, and context, thereby capturing the nuances of their experiences.

In qualitative research, methodologies such as interviews, focus groups, and observations are commonly used. These methods facilitate open-ended responses, enabling participants to express their unique perspectives in their own words. This focus on subjective experience distinguishes qualitative research from quantitative methods, which prioritize numerical data and statistical analysis. By concentrating on the meanings and interpretations of social phenomena, qualitative research provides valuable insights that can inform theories, practices, and policies in various fields.