What do qualitative researchers often focus on in their studies?

Qualitative researchers focus on understanding subjective experiences and personal meanings because their primary aim is to explore the depth and complexity of human behavior and social phenomena. They seek insights into individuals' perspectives, feelings, and interpretations, which allows them to capture the richness of human experience. This approach often involves methods such as interviews, focus groups, or participant observations, which encourage participants to share their stories and insights in their own words.

By centering on subjective experiences, qualitative research provides a nuanced understanding of how individuals make sense of their lives, interactions, and environments. This contrasts with quantitative research, which tends to prioritize numerical data and statistical analysis to identify trends or relationships across broader populations. Therefore, the emphasis on subjective meanings in qualitative research highlights the importance of context, depth, and human agency in understanding social phenomena.