Qualitative research involves finding a solution to a particular problem and provides deep insight into how customers interact with products or services. It allows for individual insights, supports quantitative data, and can be used to interpret complex situations. There are various types of qualitative research such as narrative/historical, ethnographic, phenomenological, grounded theory, and case study qualitative research. By conducting qualitative research efficiently using standard operating procedures (SOPs) and integrating surveys into the user experience, businesses can improve their product-market fit and onboard new users effectively.