Qualitative research in HR is the process of gathering non-numerical insights into the workforce through methods such as interviews, focus groups, and open-ended surveys.
Unlike quantitative data, which measures numbers and metrics, qualitative research focuses on understanding employee experiences, motivations, opinions, and workplace culture.
This type of research allows HR leaders to uncover deeper insights that go beyond statistics, helping them create people-focused policies and strategies.
Qualitative research methods typically include:
Interviews: one-to-one conversations to understand employee perspectives.
Focus groups: group discussions exploring shared workplace experiences.
Open-ended surveys: collecting narrative feedback from employees.
Observation: monitoring behaviour and interactions in the workplace.
Thematic analysis: identifying patterns and recurring themes from responses.
Deeper insights: reveals the “why” behind employee behaviours and decisions.
Improved employee engagement: informs policies that reflect real employee needs.
Better retention strategies: identifies cultural or structural issues leading to turnover.
Supports change management: helps organisations understand how employees perceive changes.
Enhances diversity & inclusion: captures a wider range of employee voices and perspectives.
Qualitative research: explores subjective insights, motivations, and opinions through words and narratives.
Quantitative research: focuses on measurable data such as turnover rates, absenteeism, or payroll statistics.
Both methods complement each other – quantitative research shows what is happening, while qualitative research explains why.
At Mauve Group, we understand that effective HR strategies require both qualitative and quantitative insights.
Through our global HR consulting services, we help organisations combine data-driven analysis with employee-focused feedback, ensuring that HR policies are not only compliant but also aligned with real workforce needs.
Employee engagement: the emotional connection employees have with their organisation.
Organisational culture: the values, behaviours, and practices that shape the workplace.
Quantitative research in HR: the use of numerical data and metrics to measure workforce trends.
Performance management: setting goals, monitoring performance, and evaluating outcomes.
HR analytics: the use of data and insights to improve HR decision-making.
Workplace surveys: tools for gathering feedback from employees about their experiences.