When do we use qualitative research When the study population cannot be statistically sampled (the population is too small or unapproachable etc.) When the research subject is too sensitive or intimate to be done by phone When the research questions are not clear yet (an initial inquiring) When psychological depth and insight, unobtainable using quantitative research, is required. For support and clarification of a concurrent or previous quantitative study. When it is necessary to understand processes and or sequences of events (for instance decision making processes). The analysis of the qualitative research findings is essentially an interpretative analysis, that is to say, the construction of meanings from social interactions. Such meanings are deduced by interpreting texts, in-depth interviews and focus groups that study the ways in which people interpret their social relations and their behaviors.