Qualitative data refers to non-numerical information that describes qualities or characteristics. It often includes text, images, or audio recordings, providing insights into people's thoughts, feelings, and experiences. This type of data is commonly used in fields like sociology, psychology, and market research to understand complex phenomena. Researchers collect qualitative data through methods such as interviews, focus groups, and open-ended surveys. Unlike quantitative data, which focuses on numbers and statistics, qualitative data emphasizes depth and context, allowing for a richer understanding of a subject. This approach helps uncover patterns and themes that might not be evident through numerical analysis.