Qualitative data is primarily focused on which of the following?

Qualitative data is centered around characteristics and descriptions that provide insights into the underlying reasons, motivations, and emotions behind behaviors or experiences. Unlike quantitative data, which is expressed in numerical terms and lends itself to statistical analysis, qualitative data captures the richness of human experience and context.

For example, interviews, open-ended survey questions, and observation notes are all methods used to gather qualitative data that emphasize understanding feelings, thoughts, and opinions. This type of data is essential for exploring complex issues, gaining deeper insight into user needs, and informing design decisions by looking beyond mere numbers to the meanings and narratives that shape user experiences.

By focusing on characteristics and descriptions, qualitative data allows researchers and designers to articulate and understand the "why" behind user actions, fostering a more human-centered approach in design practices.