Qualitative research
Qualitative work helps you explore language, meaning, motivations, and context. It is strongest when the goal is discovery, reframing, or understanding how people make sense of a category.
Quantitative research
Quantitative work helps you size, compare, prioritize, and estimate. It is strongest when the goal is measurement, segmentation, modeling, or tracking.
A useful rule
Use qual to shape the hypothesis. Use quant to test how widespread or commercially meaningful it is.