Definition
Research methods that explore the "why" and "how" behind user behavior through open-ended techniques such as interviews, contextual inquiry, diary studies, and usability tests. Qualitative research yields rich, nuanced insights but with small sample sizes. PMs use qualitative research to generate hypotheses, uncover unmet needs, and add context to quantitative findings.
Why It Matters for Product Managers
Understanding qualitative research is critical for product managers because it directly influences how teams prioritize work, measure progress, and deliver value to users. PMs use qualitative research to generate hypotheses, uncover unmet needs, and add context to quantitative findings. Without a clear grasp of this concept, PMs risk making decisions based on assumptions rather than evidence, which can lead to wasted engineering effort and missed market opportunities.
How It Works in Practice
In practice, product teams apply this technique during the discovery phase of product development:
Effective use of qualitative research prevents teams from building features based on assumptions and ensures that investment flows toward validated user needs.
Common Pitfalls
Related Concepts
To build a more complete picture, explore these related concepts: Customer Development, Contextual Inquiry, Survey, and Usability Testing. Each connects to this term and together they form a toolkit that product managers draw on daily.