The main challenge of qualitative research is in understanding the patterns in people's minds that lead them to make different choices or purchase decisions. These are often hidden from our conscious and cognitive processes and are based on our major and secondary senses and the way they trigger emotional reactions. Therefore, these techniques employ some cutting-edge tools to capture both verbal and non-verbal data. This kind of research uses a mixture of exploration and evaluation through both face-to-face and focus groups.

When we ask people what they were thinking and why they made a decision we only uncover the rationalised responses. The patterns and feelings involved in the decision are hidden from view, not just from the researcher but often from the individual in question. It is these patterns that drive behaviour.

Qualitative research is particularly helpful in identifying the scope of the research that should be pursued to fully understand the views, opinions, and attitudes that may be encountered. It also allows a person to investigate in depth how consumers reach a decision in the buying process. Qualitative research can even lead to formulating the hypotheses that will be tested through quantitative research.

Qualitative research differs from quantitative research in the following ways:

• The data is usually gathered using less structured research instruments
  
  
• The findings are more in-depth since they make greater use of open-ended questions
  
  
• The results provide more detail on behaviour, attitudes, and motivation
  
  
• The research is more intensive and flexible, allowing the researcher to probe since s/he has greater latitude to do so
  
  
• The results are based on smaller sample sizes and are often not representative of the population
  
  
• The research can usually not be replicated or repeated, thus giving it low reliability
  
  
• The analysis of the results is more subjective

Due to the nature of the interaction with respondents, the training and level of expertise required by the person engaging in the direct communication with the respondents must be quite high.