Qualitative analysis is a way of assessing, analyzing and evaluating non-quantifiable information, such as customer views, lifestyles, behaviors and beliefs. Qualitative analysis is primarily used to identify patterns and trends that can provide marketers with an understanding of how their customers respond to different strategies, products, services and marketing campaigns. This kind of analysis is very qualitative in nature as it primarily relies on subjective judgment and intuition to interpret the data.

Qualitative analysis can be an extremely powerful tool when used in conjunction with quantitative analysis, as it provides a broader and deeper understanding of customer actions and motivations. In contrast to quantitative analysis, which relies on hard data and facts, qualitative analysis focuses on subjective information that is highly interpretive. For example, qualitative analysis might analyze customer testimonials, feedback on social media, interviews, surveys and blog comments.

Qualitative analysis typically takes the form of group interviews, focus groups and discussions. This kind of analysis allows marketers to gain insights into customer needs, lifestyles, values and beliefs. As qualitative data is often difficult to collect and measure, it must be interpreted through expert observation and analytic techniques in order to uncover trends, patterns and correlations.

Qualitative analysis can also be used to assess nonmarketing variables, such as understanding company culture and overall employee morale. As qualitative data can be ambiguous and emotionally driven, it often requires skilled and experienced facilitators to extract insights and make sound judgments. Marketers may also use qualitative analysis to identify competitors’ strengths and weaknesses, which can be compared to their own. In this way, marketers can gain an advantage in the marketplace by positioning their brand as superior or more desirable than their competitors.

Overall, qualitative analysis is an invaluable tool for understanding customers, competitors and a company’s position in the marketplace. By gathering and interpreting subjective data, marketers can develop targeted strategies to better connect with their customers. In combination with quantitative analysis, qualitative analysis can provide a comprehensive view of customer needs and desires, as well as provide information on which elements of the customer experience require further improvement.