One of the primary methods used in qualitative research is in-depth interviews, where researchers ask participants open-ended questions to gather detailed responses. These interviews allow for a deep exploration of individual experiences and perspectives. Focus groups are another common method, involving facilitated discussions with a small group of participants to explore collective views and generate rich data through interaction. Participant observation is a technique where researchers immerse themselves in the participants' environment, observing and sometimes participating in their daily activities to gain a deeper understanding of their behaviors and social interactions.

Qualitative research is underpinned by various theoretical frameworks that guide the research process. Grounded Theory, for instance, involves generating theories based on data collected during the research process. Phenomenology focuses on exploring and describing the lived experiences of individuals. Ethnographic research involves an in-depth study of cultures and communities, often requiring prolonged engagement with the participants. Narrative research examines the stories and personal accounts of individuals to understand how they construct and interpret their experiences.

In the field of market research, qualitative methods are used to understand consumer behavior, preferences, and motivations. Techniques such as focus groups and in-depth interviews help marketers gain insights into how products and services are perceived by the target audience. In education, qualitative research can explore teaching methods, student experiences, and educational outcomes. In health sciences, it can examine patient experiences, healthcare practices, and the social determinants of health. Mixed-methods research, which combines both qualitative and quantitative approaches, is also gaining popularity as it allows for a comprehensive analysis of complex research questions.