A research technique used to uncover motivations and emotions rather than analyse purely numeric data.
Qualitative research techniques include surveys, interviews, observation, focus groups and case studies.
A smaller sample size can be used to verify quantitative research.
E.g. if statistics show that a particular age group favours a particular brand of perfume, qualitative research can be used to explain why these people are buying the particular brand. This information can be used to develop marketing campaigns.