What does a qualitative approach emphasize in evaluations?

A qualitative approach in evaluations emphasizes the use of descriptive words and narratives to understand and interpret phenomena rather than relying solely on numerical data. This method allows evaluators to capture the richness of experiences, opinions, and feelings associated with a program, event, or policy. By focusing on context, individual perspectives, and thematic analysis, qualitative evaluations provide deeper insights into the effectiveness and impact of initiatives, which are often missed by quantitative methods.

This approach is particularly valuable in situations where understanding human behavior, motivations, and the intricacies of social interactions are essential. Utilizing interviews, open-ended surveys, or focus groups, qualitative evaluations can offer a comprehensive view that complements other data forms, promoting a rounded understanding of the subject matter.