Which type of data is characterized as non-numerical and provides insights into motivations and behaviors?

Qualitative data is non-numerical and focuses on understanding the underlying motivations, thoughts, and behaviors of individuals. This type of data is often collected through methods such as interviews, focus groups, and open-ended survey questions, which allow for rich, detailed insights that numbers alone cannot provide. The primary aim of qualitative data is to explore the nuances of human experiences, perceptions, and the reasons behind certain behaviors, making it invaluable for understanding consumer attitudes and motivations.

On the other hand, quantitative data involves numerical measurements and statistical analysis, which are suitable for testing hypotheses and making predictions but do not delve into the reasons behind behaviors. Mixed data combines both qualitative and quantitative approaches, but the question specifically asks for the type characterized as non-numerical. Numeric data is also strictly numerical and does not provide the depth of understanding associated with qualitative insights. Thus, qualitative data is the accurate choice for providing insights into motivations and behaviors.