Qualitative research is an essential part of the design process. It allows me to understand my users on a deeper level, beyond just what they say they do or what I observe them doing. By conducting interviews, focus groups, usability testing, and field observations, I am able to gather insights about my users’ attitudes, behaviors, and experiences, and use that information to inform the design of user-centered products and services. Qualitative research has helped me to create designs that are more tailored to my users’ needs and expectations, and has given me a greater understanding of how to create products and services that truly meet their needs.