Qualitative research methodologies are those that collect and analyse data through qualitative means. That is to say, they are focussed on the non-numerical aspects of data collection and analysis. While testing out the recipe for a new candy, a company might employ qualitative research in the form of focus groups in order to ascertain whether the product is enjoyable or not. More on that later. This is different from making a public poll that reflects how much people prefer this product over others of a similar variety, in that case we would be focussing on quantitative or statistical methods of data collection and analysis. To understand better let us look at various kinds of qualitative research starting with the aforementioned ‘focus groups’.