Qualitative data
Sources include interviews, open-ended survey responses, usability sessions, support conversations, reviews, and observation. Qualitative analysis helps explain why behavior occurs and can uncover problems the tracking plan did not anticipate. Findings should be sampled and coded systematically, connected to user context, and triangulated with quantitative evidence where possible.
What is Qualitative data?
Qualitative data captures meanings, motivations, perceptions, experiences, and explanations that are not adequately represented by numbers alone.
Why it matters
Sources include interviews, open-ended survey responses, usability sessions, support conversations, reviews, and observation. Qualitative analysis helps explain why behavior occurs and can uncover problems the tracking plan did not anticipate. Findings should be sampled and coded systematically, connected to user context, and triangulated with quantitative evidence where possible.
Example
Interviews reveal that users abandon setup because they do not understand why a permission is required, explaining a drop seen in the funnel.