When to use Qualitative Methods

Qualitative research is beneficial when the research question focuses on understanding process, meaning, experience, or context. Instead of asking “how many” or “how often,” qualitative researchers ask questions like “how does this happen?” or “what does this mean to the people involved?” For example, a study might explore how parents best navigate their emotional responses to receiving a child’s medical diagnosis, or what meaning adolescents attach to social media use. These questions call for in-depth, descriptive responses that go beyond numbers or statistics. Instead, qualitative researchers seek to understand participants’ personal stories, perspectives, and real-life experiences.

Qualitative methods are also well-suited for exploring topics that are not yet well understood or when a theory is still being developed. In the early stages of research, qualitative approaches can help researchers identify themes, generate hypotheses, or uncover unexpected insights. In this way, qualitative methods play a key role in the exploratory phase of research and can serve as a stepping stone for future quantitative studies.