Research that gathers information, which is varied, in-depth and rich. The information sought is about how something is experienced and not specifically about facts and figures. Information from qualitative research is often more difficult to interpret, partly because it cannot be ‘measured’. The emphasis is on the quality and depth of information. These data might be collected in the form of in-depth interviews with patients. The interviews are taped and the transcripts are systematically analysed to see what ideas emerge.