Qualitative research collects information that seeks to describe a topic more than measure it. Think of impressions, opinions, and views. A qualitative survey is less structured: It seeks to delve deep into the topic at hand to gain information about people’s motivations, thinking, and attitudes. While this brings depth of understanding to your research questions, it also makes the results harder to analyze. When to use qualitative vs. quantitative research Quantitative data can help you see the big picture. Qualitative data adds the details and can also give a human voice to your survey results.