10 Pros and Cons of Qualitative Research (In 5 Minutes)

Qualitative research seeks to explore and understand underlying meanings, perspectives, and experiences through the analysis of non-numerical data, such as text, images, or audio. Qualitative research is valuable because it provides rich, in-depth insights into human experiences, behaviors, and social phenomena, allowing for a comprehensive understanding that may not be achieved through quantitative approaches. But it's got some downsides and limitations, too, which may mean it's not useful for every research project.