Qualitative marketing refers to the process of gathering and analyzing non-numerical data to gain insights into consumer behavior and preferences. This approach focuses on understanding the underlying motivations, attitudes, and perceptions of individuals, rather than simply collecting statistical data. By utilizing methods such as focus groups, in-depth interviews, and observation, qualitative marketing allows businesses to gain a deeper understanding of their target audience and tailor their marketing strategies accordingly. This human-centered approach to marketing enables companies to create more meaningful and impactful connections with their customers, ultimately leading to increased brand loyalty and sales.