We find out the reasons why something is the case. Many research firms can only ask questions where the possible answers are presumed to be known ahead of time. Usually they provide them on a list for respondents to check off.
Qualitative research lets respondents answer in their own words, allowing them to take the conversation where they want, to areas that matter most to them.
Liminality combines the qualitative research with conventional research to create robust results, with high levels of confidence and often breakthrough understanding about your constituents.