Qualitative techniques are research methods used to gather non-numerical data, focusing on understanding concepts, thoughts, or experiences. These techniques often involve interviews, focus groups, and observations, allowing researchers to explore participants' feelings and motivations in depth. These methods are particularly useful in fields like sociology, psychology, and market research, where understanding human behavior and social phenomena is essential. By analyzing patterns and themes in the collected data, researchers can gain insights that quantitative methods may overlook, providing a richer understanding of the subject matter.