Here are examples of data collection methods to use in your qualitative research:

Observation

Observation is a process of collecting data about a phenomenon by watching it happen. It's a method for learning about social interactions and communication. For example, if you're interested in how people interact, you might conduct an observational study where you observe how people talk to each other. You can observe what they say to one another and how they respond to the others and use these observations to guide your research. Related: What Is Primary Research? (With Tips and Benefits in Marketing)

In-depth interviewing

Interviewing people directly can be an excellent way of gathering qualitative information because people may be more honest in a one-on-one discussion than in a group setting. Interviews allow for qualitative data because questions are generally open-ended. However, you can ask for specific data to gain quantitative information during these conversations. These can be especially useful when trying to understand why people make certain decisions or behave in certain ways.Related: Quantitative Forecasting vs. Qualitative Forecasting

Focus groups

A focus group is a sampling of individuals who represent the public at large or a specific demographic you're interested in testing. During a focus group session, you ask these individuals for their opinions on a topic. For example, focus group testing can evaluate public reception to a new product or assess what residents think about a public proposal. You can conduct these online or in person.Related: 57 Questions To Ask a Focus Group (With Tips)

Case studies

Case studies are a research method that involves studying a single individual, group or event in detail. These often examine several aspects of a situation from the same viewpoint, which makes it different from other methods of research that may observe multiple viewpoints. The goal of a case study is to describe the experiences and events that occur as part of the topic you're researching.