Consumer research is at the core of what we do. We are passionate about people and cultures and the myriad ways in which we all navigate our way through life. In Qualitative research, we are collecting and analyzing non-numerical data (example: text, video or audio) to understand concepts, opinions or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is the opposite of quantitative research, which involves collecting and analyzing numerical data for statistical analysis. Qualitative research is commonly used in the humanities and social sciences in subjects such as anthropology, sociology, education, health sciences, history, etc. Some of the interesting and strategic methodologies we follow to emancipate our qualitative studies are as follows: