Qualitative research is a method of inquiry used by anthropologists and other social scientists to study the meanings, beliefs, and experiences of individuals and groups. Qualitative research often involves the collection and analysis of non-numerical data, such as interviews, observations, and texts. Qualitative research is often used to study small-scale phenomena, such as the beliefs and practices of a particular group of people, and can provide rich and detailed insights into how culture and society are experienced and understood by individuals. Qualitative research is often contrasted with quantitative research, which involves the collection and analysis of numerical data.

Qualitative research is often used in UX (user experience) research to collect and analyze data about user attitudes, beliefs, and experiences. These methods can provide valuable insights into how users think and feel about digital products and services and can help UX researchers to understand the meaning and significance of user behavior. For example, a UX researcher might use interviews or focus groups to collect data from a small number of users about their experiences with a particular website or mobile app. The researcher could then analyze the data to identify common themes and patterns in the responses and to develop a deeper understanding of the user experience. In this way, qualitative research can provide rich and detailed data that can inform the design of digital products and services.