Qualitative research delves into the “why” behind consumer behavior, using open-ended questions and in-depth discussions to uncover motivations, emotions, and perceptions. This approach provides rich insights that help businesses understand the deeper reasons driving customer decisions.

Quantitative research, on the other hand, focuses on measuring the “what” by collecting structured data through surveys, experiments, and statistical analysis. This method identifies patterns and trends at scale, offering clear, numerical insights that inform data-driven decisions.