These key advantages and disadvantages of qualitative research show us that gathering unique, personalized data will always be important. It is the best method to understand how certain people, and even certain groups, think on a deeper level. Because of the subjective nature of the data, however, its reliability and veracity will always be.
Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives. The qualitative researcher is an integral part of the data, without the active.