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Qualitative research is more suitable to the natural, everyday world that people occupy as they live their daily lives. Whereas quantitative research focuses on quantity, qualitative research focuses on the quality and depth of information. The focus is on providing descriptive data which consists of people’s own written or spoken words in an attempt to understand what kind of things they are doing, what kind of processes are at play, what kind of meanings are constructed or ascribed to various issues, what kind of problems, and what constraints, and contingencies they see in the world they occupy. As such, the process is more holistic, since the subjects of the study are not reduced to isolated variables or percentages, but appreciated and viewed as integrated members of a community.

Qualitative research is conducted using methods such as in-depth interviews, focus groups, or more advanced forms of psychological projective techniques or psychodynamic organisational consultation.