This presentation introduces qualitative research. It is designed to reveal a target audience's behaviors and perceptions through in-depth studies of small groups. The purposes of qualitative research include developing hypotheses, understanding feelings and values, identifying customer needs, generating new product ideas, and investigating products and marketing strategies. Some types of qualitative research discussed are case studies, grounded theory, phenomenology, and ethnography. Techniques include face-to-face, telephone, and online interviews conducted in various locations.