Census data, population projections, trip estimates. Planners know numbers. But numbers don't always tell the whole story. Qualitative analysis--which yields data in words and images rather than numbers--is an important tool in any research project. Planners can use field research, photography, focus groups, and content analysis and meta-analysis to develop compelling data for a variety of uses. This book explains how to use and adapt these techniques and how to integrate these methods with more traditional qualitative research. Chapters offer step-by-step guidance to setting up various kinds of qualitative research projects, collecting data, organizing data, and analyzing data. Case studies show how a mix of qualitative and quantitative research can help planners build consensus and tackle large, complicated projects.