Data is the lifeblood of just about every modern business. Indeed, businesses nowadays make use of data in order to reach their full potential. Businesses need to collect qualitative data so that they can improve customer experience, customer service, and maximize sales and growth. While it’s easy to analyze the numbers and ratings from data, they need the input of qualitative data to get a complete image of their customers’ needs. Despite this, some people may still be on the fence about qualitative research. This is why we thought it would be useful to put together a brief article about this subject. If this is something that you’re interested in learning more about, read on as we break down why your business needs to utilize qualitative research.

What Is Qualitative Data?

Qualitative data is descriptive data that tells you about qualities and characteristics. Unlike quantitative data, which gives you numerical values to analyze, qualitative data is a series of descriptions that allows you to recognize patterns. Businesses need both kinds of data to make informed decisions. This is because businesses need data to back up their decisions. From sales and marketing to customer experience, you must collect feedback about your business to understand what areas need improvement.

Qualitative data gives you a more complete picture of customer behavior. It shows you why your customers act the way they do, and it allows you to figure out how to provide better service. If you can find out what influences how your customers behave, you can leverage that information to shift their behavior in a positive way.

Why Do You Need to Collect Qualitative Data?

Qualitative data is used when you want to understand why people respond to a particular way or pattern. By collecting qualitative data, you’ll be able to understand things like customer empathy, customer loyalty, and customer engagement. Responses to questionnaires or short interviews can tell you customers’ feelings about your brand and why they stay. They can also tell you why your customers enjoy your products or services.

Qualitative data is useful for analyzing your customers’ behavior, or if you need insight into their feelings and motivations. Qualitative data is also useful when you want feedback about your performance. You can ask questions directly to get a feel for how your clients perceive your performance.  

How Do You Collect Qualitative Data?

Observations are when you observe a particular behavior and identify factors that affect the behavior, such as customer responses to service questions and the way your employees respond to issues. This information can help you understand how to best serve your customers.

Interviews are another way of collecting qualitative data about customer behavior. The most important part of the interview is asking the right questions to get answers that address the behavior in question. For example, the right question could be “Can you tell me one situation in which you would use this product?” Consumers will then tell you specific situations in which they use the product. Take notes on their responses and compare their responses to each other to identify similarities.


We hope this article proves to be useful when it comes to helping you gain a better understanding of how qualitative research can help your business. As you can see, qualitative research is a vital part of any modern business. Be sure to keep everything you’ve learned here in mind so that you can maximize your business and take it to the next level.

If you need help with insights and research, then you’ve come to the right place. Tetra is the leading qualitative research platform for moderated interview analysis, reporting, and organization-wide access. Automate research operations, streamline analysis, and integrate insights into your existing tools and workflows with Tetra Insights. For more information, visit our website today!