Data analysis in Qualitative Research
                     Data analysis in 
Qualitative Research
Data analysis can tell you what is happening, but it won't 
tell you why
Data Analysis
Data analysis can tell you what is happening, but it won't 
tell you why. So qualitative approaches are a must to bring 
together the what and the why! An enticing thought 
advancing towards AI, ML, and predictive analytics is that 
more data is better. Why wouldn’t it be? As data is the new 
fuel of the upcoming digital economy, the quantity of data 
matters.
Qualitative Research Data Analysis
The technologies required in 
qualitative research data analysis exist in a wide range. It 
helps to explain the varied use — by organizations and 
vendors. Every organization uses data widely today. 
Although not all data is used for analytics; analytics cannot 
be conducted without data.
Qualitative Data
Qualitative data is typically more tedious to analyze. It is 
under the domain of human analysts due to the high level 
of contextual understanding and social intelligence. 
Qualitative methods include interviewing groups of people, 
holding focus groups, and conducting in-depth 
observations.
Data Analytics for Businesses
Strategic thinking and planning are essential for growing 
your business, especially during difficult times. With the 
introduction of data-driven decision-making, businesses 
have increasingly turned to data analytics to assist in 
decision-making. However, to extract meaningful insights, 
the data analysis should be efficacious.
Data Analytics for Marketers
For marketers, big data is a weapon that gives businesses 
a competitive edge in modern markets. So, data helps with 
detailed insights on consumer behavior and can assist 
from consumer’s initial interest to final purchase. In the 
last decade, data analytics has revolutionized the 
marketing industry.
Qualitative Data Analysis
Qualitative data reveals how your customers feel and what 
they expect from you. Analysts achieve solutions to 
problems by examining your customer’s experience (CX) 
and placing the customer at the center of everything. 
However, to extract meaningful insights, the data analysis 
should be efficacious. You’ll need the right qualitative data 
analysis tools for this.
Finally
According to Gartner, 70% of organizations will shift their 
focus from big data to small. Big data will leverage available 
data, either by reducing the required volume or extracting 
more value from unstructured, diverse data sources.
For more such updates, check Out recent Martech Cube 
blogs.