Qualitative research is a method used to explore and understand people's thoughts, feelings, and experiences. Unlike quantitative research, which focuses on numbers and statistics, qualitative research gathers detailed information through interviews, focus groups, and observations. This approach helps researchers gain deeper insights into complex issues, such as social behavior or consumer preferences. In qualitative research, the emphasis is on understanding the context and meaning behind people's actions. Researchers often analyze patterns and themes in the data to draw conclusions. This method is particularly useful in fields like psychology, sociology, and market research, where understanding human behavior is essential.