As a rule, Qualitative Studies are chosen for research projects aimed at in-depth studies (and without concerns for quantification) on opinions, attitudes, motivations, patterns of behaviour…

Very often, these types of studies enable the identification and exploration of concepts, in a strongly creative and highly interactive environment. Sometimes, they are also introductory in nature for subjects on which very little is known.

In other cases, they are also used to prepare quantitative research, improving the formulation of explanatory and comprehensive hypotheses, or contribute to overcoming shortcomings of quantitative approaches