The emphasis is upon understanding as opposed to assessment. The implication of this is that the interpretation is subjective. Therefore the personal skills of individual researchers are more important.

There is a wide range of uses and applications of qualitative research, including:

• Exploratory studies, where nothing or little is known.
• To identify patterns of beliefs, opinion, attitudes and motivations.
• Generally defining problem area for further analysis - also helps with the screening process.
• Conducting post-research investigations without repeating the whole process.
• Piloting questionnaires
• Where an oblique approach is called for. Direct questioning can be rather brutal.