By discussing qualitative data (https://datarecovee.com/qualitative-data/) we are delving much deeper than numbers and statistics. It is regarding stories, perceptions, behaviours as well as the meaning that people attach to their experiences. Qualitative data can assist us to know why people do things and not how many of them do it. In research, marketing, UX or any social sciences it provides deep and polished insights that can not be felt by numbers only. When you ever questioned yourself how you can reveal themes in interviews or open-ended answers, the qualitative data is what you look through to gain a further insight.