Interviews, focus groups and surveys, as well as other human expressions, are all examples of qualitative techniques. This is a way to understand customer and organizational needs, preferences, and processes in a more detailed manner. Qualitative analysis helps businesses form a more complete picture of their customers’ needs and wants as well as their own internal strengths/weaknesses in order to better guide decision making. Qualitative research can also reveal patterns and insights not identified by quantitative methods.
Business analysis and decision making should combine quantitative and qualitative techniques. It is important to note that each of these techniques has its unique benefits, but they can only be fully appreciated when used together. When integrated properly into an organization’s overall strategy development process these two approaches will provide essential insight into the best course of action for achieving long-term goals & objectives while also ensuring short term successes within a specific market space & competitive landscape.