Qualitative analysis

When a securities analyst evaluates intangible factors, such as the integrity and experience of a company's management, the positioning of its products and services, or the appeal of its marketing campaign, that seem likely to influence future performance, the approach is described as qualitative analysis.

While this type of evaluation is more subjective than quantitative analysis -- which looks at statistical data -- advocates of this approach believe that success or failure in the corporate world is often driven as much by qualitative factors as by financial data.