How does qualitative research differ from quantitative research?

The correct choice emphasizes that qualitative research is primarily aimed at gathering insights from data by exploring the underlying reasons, opinions, and motivations of participants. This type of research often involves methods like interviews, focus groups, and open-ended surveys, which allow researchers to collect rich, detailed information about consumer behavior, beliefs, and feelings.

In contrast, qualitative research does not concentrate on numerical data; rather, it seeks to understand the "how" and "why" behind behavior rather than simply measuring frequency or quantity. Thus, the insight-driven nature of qualitative methods stands out, providing a nuanced understanding that is essential for developing effective marketing strategies. The objective of qualitative research is to uncover deeper insights which can inform decisions and strategies rather than simply presenting data points.