“Modernity is a qualitative, not a chronological, category.”
~ Theodor Adorno
Qualitative methods focus on exploring and understanding non-numerical data to capture the depth and complexity of human experiences, behaviors, and social phenomena. These methods emphasize context, meaning, and subjective interpretation, often using techniques like interviews, focus groups, and case studies.
Unlike quantitative methods, qualitative approaches are less about measurement and more about uncovering underlying motivations, cultural dynamics, and emotional responses. They are particularly useful for exploring “why” and “how” questions, providing rich, detailed insights that can complement numerical data.
In business and research, qualitative methods help organizations understand customer needs, employee experiences, or societal trends. By capturing the human element, these methods inform strategies that are empathetic, culturally attuned, and aligned with deeper values and aspirations.