Qualitative refers to a research approach that focuses on understanding the meaning and experiences behind human behavior. Unlike quantitative research, which relies on numerical data, qualitative research seeks to explore complex phenomena through interviews, focus groups, and observations, providing rich, detailed insights into people's thoughts and feelings. This method is particularly valuable in fields such as Social Sciences and Market Research, where understanding context and perspective is crucial. By capturing the nuances of human experience, qualitative research helps researchers develop theories and inform practices that are grounded in real-world experiences.