Qualitative data is non-numerical data that describes attributes or characteristics of a phenomenon. Qualitative data is often collected through interviews, observation, and the analysis of texts and artifacts. Qualitative data can provide rich and detailed insights into the meanings, beliefs, and experiences of individuals and groups. For example, an interview with a customer about their experience with a product or service can provide valuable qualitative data about their feelings, opinions, and behaviors. In contrast to quantitative data, which is numerical and can be analyzed using statistical techniques, qualitative data is often analyzed through methods such as coding and content analysis, which involve the identification and interpretation of themes and patterns within the data.

In UX (user experience) research, a variety of qualitative data may be collected to understand the attitudes, beliefs, and experiences of users. This can include data from interviews, focus groups, and observations, as well as data from user-generated content, such as product reviews or social media posts. For example, a UX researcher might conduct interviews with users to understand their attitudes and behaviors about a particular product or service or observe users interacting with a website or mobile app to identify potential pain points or areas for improvement. In addition, a UX researcher might collect data from user-generated content, such as product reviews, to understand the common themes and trends in user feedback. By collecting and analyzing this data, UX researchers can gain a deeper understanding of the user experience and can inform the design of digital products and services.