What is Qualitative research Qualitative research is a general term for research methods that try to describe and explain people’s behaviors and perceptions from the subjects’ own point of view. It is a descriptive, interpretative research that attempts to achieve a subjective understanding of the subject, usually with no basic assumption, but rather through learning and experiencing.  Qualitative research provides valuable information for marketing, advertising and sales people with its deep understanding of the way people understand and interpret their own world, by mapping the relevant content world, consumers’ expectations an needs and revealing the relevant perceptions and emotions that motivate them. Qualitative research is a powerful tool in research today in general and specifically in marketing research, due to its ability to map the deeper levels of human perception and in doing so to better understand how consumers perceive the market and make purchasing decisions.