What is Qualitative Research?

Qualitative research is an investigative framework or exploratory strategy that focuses on studying people’s thoughts, feelings, and interactions in depth and in context. Rather than measuring or quantifying variables, qualitative research aims to explore meaning, experience, and perspective. A core principle of qualitative research is that human behavior and meaning are best understood within real-life circumstances—i.e., in natural settings such as homes, schools, workplaces, or communities, rather than in artificial or controlled environments. Patton (2015) emphasized this point, stating: “Context is essential for understanding complex, dynamic, and interactive processes. Without context, findings can be superficial and misleading” (p. 17). Qualitative research underscores the importance of gathering data in environments where participants live and interact, rather than in controlled or artificial settings.

Qualitative research aims not to test a hypothesis or produce generalizable statistics, but rather to explore how and why specific experiences unfold the way they do. For example, a researcher may seek to understand how a family copes with a child’s chronic illness or why college students choose to leave school before graduating. This approach prioritizes depth of understanding, focusing on participants whose experiences, perspectives, and stories are examined in rich detail. The goal is to uncover meaningful patterns and insights that can inform theory, guide policy decisions, or enhance professional practice.