What does qualitative analysis primarily focus on?

Qualitative analysis primarily focuses on identifying biases and searching for patterns within non-numeric data. This type of analysis seeks to understand underlying motivations, feelings, and behaviors by examining words, texts, interviews, and observations. By focusing on these aspects, qualitative analysis provides insights that numeric data cannot reveal, enabling researchers and analysts to grasp the complexities of human behavior and social phenomena.

This approach is particularly valuable in contexts where understanding the context, experiences, and perspectives of individuals or groups is essential. As a result, qualitative analysis is fundamentally about exploring and interpreting the meanings and themes that emerge from the data, leading to deeper insights into the subject matter.