Qualitative analysis

Data in non-numeric form is categorised as qualitative data that helps with a comprehensive evaluation of the human psyche. Furthermore, qualitative data helps identify emergent patterns in human behaviour and attitudes.


  • interviews,
  • focus group discussions and observations,
  • empirical data from secondary reports.

Qualitative data helps to conceptualize without the need for statistical analysis. It also complements the findings of statistical data when the latter is insufficient to achieve goals.

Make smarter decisions with cognitive insights

Problem identification by conceptualising research questions. Develop and iterate experimental qualitative methodology to address the research questions.
Design qualitative data mining instruments such as discussion guides and questionaires. A pre-determined list of supervised questions can minimize inconsistent result in the analysis.
Using CAQDAS tools data can be analysed using techniques such as cluster analysis, thematic analysis or others. Derive behavioral inferences and actionable insights by observing patterns.
Reports based on qualitative data typically involve diagrams, models and text. The data representation pattern depends upon CAQDAS tool used.