To investigate customer needs and

To help companies develop new designs

Researchers found that cooks could not easily see the in measuring cups

In Uganda, customers paid to use the cell phones of entrepreneurs.

These customers wanted to check the used.

There was a need to develop to improve communication between system administrators and colleagues.

The researched does not start off with a hypothesis.

Participants may be selected by criteria such as age, or product used.

The participants must fee about taking part in the research.

There is usually direct of the participants.

The interview is guided by the participant.

A lot of time is needed for the  of the data.

Researchers look for a meaningful pattern in the data.