Qualitative research is invaluable for several key reasons, particularly when the research goal is to understand the ‘why’ and ‘how’ aspects rather than just the ‘what’ or ‘how many’ that quantitative research typically focuses on. Qualitative research is essential because it provides clarity and insight into the human aspects of research questions, offering a comprehensive, more holistic understanding, which is crucial for effective decision-making and theory-building in many disciplines. Here are some primary reasons when and why to employ qualitative research: