Qualitative research completes the "why" and "how" of a product or a business- and that exactly what I do.
I believe that business means people. If you want your business to be great, you have to treat people greatly as well. Being a qualitative market researcher for this past 6 years (and counting) makes me realize that customer insight is the key to become fulfilled in building a business - because your focus lays on a single spot: your customers; your people.