Understanding qualitative research

In our last article, we explored key aspects of quantitative research, which analyses data using numbers to draw scientific conclusions. This approach is useful for answering questions like how many? how much? or how often? However, many aspects of healthcare cannot be fully understood through numbers alone (Renjith et al, 2021). Qualitative research uses words to explore people’s thoughts, feelings, and experiences (Ellis, 2016). Rather than asking how many? it seeks to understand why? or how?, offering rich, in-depth insights into human behaviour (Greenhalgh, 2019; Renjith et al, 2021).

Importantly, quantitative and qualitative research are not opposing approaches (Evans, 2023). They can complement each other and are often combined in what is known as mixed-methods research, where both types are used to explore different but related aspects of a research question (Renjith et al, 2021).

What is qualitative research?

Qualitative research is inherently patient-centred (Ellis, 2016). While quantitative research follows a structured, linear process with rigorous steps to ensure scientific validity, qualitative research adopts a more flexible approach to both data collection and analysis (Polit and Beck, 2020). It typically focuses on topics or experiences that are not well understood and often begins without a specific hypothesis or narrowly defined research question (Greenhalgh, 2019).

Often referred to as the ‘soft science’ (Gastaldo and Eakin, 2024), qualitative research is sometimes seen as less robust than methods such as randomised controlled trials (Greenhalgh, 2019; Gastaldo and Eakin, 2024). Critics argue that it lacks the same degree of rigour, is prone to bias, can be difficult to replicate, and is often time-consuming because of the volume and nature of the data (Polit and Beck, 2020). Additionally, a lack of familiarity with qualitative techniques can lead to misconceptions about its value (Greenhalgh, 2019).

However, Gastaldo and Eakin (2024) emphasise that obtaining numerical results is not the only valid way to generate knowledge, particularly in healthcare, where understanding patients’ experiences, values, and feelings is essential. Qualitative research enables us to explore what matters to patients, how they perceive their care, and what can be improved based on their lived experiences (Ellis, 2016).

For example, in 2023–24, the largest proportion of new complaints about the NHS related to poor communication, an issue tied directly to patient experience (NHS England, 2024). To understand why communication was perceived as poor, a qualitative approach would provide deeper insight into patients’ perspectives and experiences, helping healthcare providers to identify meaningful solutions.

Furthermore, qualitative research can complement quantitative findings. A quantitative study may reveal a correlation, such as the link between alcohol use and liver disease, but it cannot explain why people drink alcohol. A follow-up qualitative study would explore the motivations and contextual factors behind the behaviour, offering a more complete understanding of the issue.

Key characteristics of qualitative research

Meaningful insights – can be used to generate in-depth insights into a problem or highlight new areas for research

Flexible approach – not rigid in its approach, and collection of data and analyses can be adapted as new patterns of ideas occur

Holistic – able to look at multiple aspects of a complex issue

Common uses

We can gain great insight from qualitative research to help us to deliver compassionate, patient-centred care (Ellis, 2016). Below are some examples of how qualitative research can be used to give us a greater understanding from a patient’s perspective and help us improve the care that we give:

Understand what it is like to live with and experience a particular health condition which may include how it affects the patient mentally and physically, their coping strategies and treatment preferences
Highlight a patient’s experience of a treatment or of a healthcare system

(Ellis, 2016; Renjith et al, 2021)

There are several approaches to conducting qualitative research. Table 1 outlines some of the most commonly used methods, along with guidance on when and how each may be applied in nursing practice or research settings.

Table 1 Examples of qualitative research (adapted from Ellis, 2016; Renjith et al, 2021)

Type of study	Purpose	Data collection	Pros	Cons
Ethnography	Understand cultural phenomena within a group or society	Participant observation, field notes, interviews	Deep cultural insight Real world context Rich data	Time-consuming Risk of research bias Access to groups can be difficult
Phenomenology	Explore lived experiences of a phenomena	In-depth interview Reflective journals	Captures true essence of live experience Emphasises participant perspective	Can be subjective Requires skill in interpreting meaning Small specific samples
Grounded theory	Used to develop a theory based on data collected from people’s experience	Data collection and analysing using coding to find patterns or themes	Produces theory grounded in real data Flexible and adaptable	Large amounts of data can be overwhelming Requires rigorous coding Time intensive
Case study	Gain deep understanding of a specific case or cases	Multiple sources: interviews, documents and reports	In-depth understanding Uses multiple data sources Real life context	Limited generalisability Time and resource heavy May lack objectivity
Narrative research	Understands how individuals construct meaning from life experiences	Multiple sources, such as narrative interviews, field notes, letters, photographs and diaries	Powerful story telling Highlights patients voice Good for marginalised perspectives	Stories may be incomplete or biased Interpretation is complex Less structured

Data analyses and results

Qualitative research focuses on making sense of unstructured data, which is often open to interpretation. As a result, it requires a different approach to analysis than those used in quantitative research (Greenhalgh, 2019). A common method used is thematic analysis, where key words, phrases, and ideas are coded and grouped into overarching themes (Ellis, 2016).

Unlike quantitative studies, qualitative research does not aim to produce results that are widely generalisable. Instead, its findings may be transferable or relevant to similar contexts or settings (Ellis, 2016). Additionally, qualitative research typically involves purposive sampling—selecting specific individuals or groups to gain deeper understanding—rather than using random or blinded sampling methods as in quantitative studies (Greenhalgh, 2019). This purposive sampling allows better matching of the sample to the aims and objectives of the research.

Conclusions

Qualitative research provides rich, in-depth insights into patients’ thoughts, feelings, and experiences, capturing the human side of healthcare that numbers alone cannot express. While it may lack the structured rigour of quantitative methods, it plays a vital role in exploring complex, poorly understood issues. When used together, qualitative and quantitative research complement each other, offering a more comprehensive understanding that supports evidence-based, patient-centred care.

References

Ellis P (2016) Understanding Research for Nursing Students. 3rd edn. Sage Publications Ltd, London

Evans D (2023) Isn’t it time to end the quantitative versus qualitative research war? https://www.nursingtimes.net/research-and-innovation/isnt-it-time-to-end-the-quantitative-versus-qualitative-research-war-14-06-2023/ (accessed 18 June 2025)

Gastaldo D, Eakin J (2024) Practising “soft science” in the field of health. Movimento. 30:e30061 doi: 10.22456/1982-8918.142677

Greenhalgh T (2019) How to read a paper. The basics of evidence-based medicine and health care. 6th edn. Wiley Blackwell, Oxford

NHS England (2024) Data on Written Complaints in the NHS 2023-24. https://digital.nhs.uk/data-and-information/publications/statistical/data-on-written-complaints-in-the-nhs/2023-24 (accessed 18 June 2025)

Polit D, Beck C (2020) Nursing Research: Generating and Assessing Evidence for Nursing Practice. 11th edn. Philadelphia, Wolters Kluwer Health

Renjith V, Yesodharan R, Noronha JA, Ladd E, George A (2021) Qualitative Methods in Health Care Research. Int J Prev Med. 12:20. doi: 10.4103/ijpvm.IJPVM_321_19