Written by Norma Daykin with the Creative and Credible Project Team

Qualitative data include information gathered about participants’ experiences, perspectives and opinions. They can help to understand the meaning of arts activities and processes to participants. They can reveal important subjective information as well as illuminating the process of project delivery, showing unintended consequences of projects that cannot be identified through measurement using pre defined categories. Examples of qualitative data collection tools are interviews, focus groups and case studies. This document discusses techniques developed by qualitative researchers that can be used in project evaluation.