What is the primary role of qualitative data in evaluation?

The primary role of qualitative data in evaluation is to offer in-depth insights and context to understand experiences. Qualitative data allows evaluators to capture the complexity of human experiences, perceptions, and interactions, providing rich, detailed information that quantitative data alone may not reveal.

This type of data is instrumental in exploring how and why certain outcomes occur within a program and how participants and stakeholders experience and interpret those outcomes. By using qualitative methods such as interviews, focus groups, and observations, evaluators can gather narratives and descriptive information that help illuminate the nuances behind program effectiveness and areas for improvement. This depth of understanding can inform improvements and decision-making in a way that numbers and statistics cannot, making it a crucial component in comprehensive evaluations.