Qualitative research is fundamentally about understanding the “why” behind consumer actions. Unlike quantitative methods that focus on numerical data and statistical analysis, qualitative research delves into the subjective experiences, beliefs, and motivations of individuals. As noted by Philomath Research (2024), qualitative research is essential for businesses as it provides deep insights into consumer behavior, preferences, and motivations. This understanding is critical in today's dynamic marketplace where consumer expectations are constantly shifting. The power of qualitative research lies in its ability to uncover hidden patterns and explore market dynamics that quantitative data may overlook. For instance, through techniques such as ethnographic studies and in-depth interviews, researchers can gain a comprehensive understanding of consumer needs and desires. This approach not only informs product development but also enhances customer satisfaction by aligning offerings with actual consumer preferences