Qualitative Approach

A qualitative approach is an approach adopted for measuring experiences by observing signs and phenomena via non-numeric data, such as human actions, reactions, and behaviors. In most cases, this is done through interviews and focus groups. 

This approach focuses on gathering in-depth, subjective information about customers’ opinions, attitudes, and perceptions. Qualitative methods include interviews, focus groups, and observation. This approach provides rich insights into the motivations, emotions, and behaviors of customers, which can be useful in understanding the customer experience.