A qualitative measure is more subjective in nature and can include attitudes, perceptions, and any other subjective response. Customers, users, and others involved in the operation of a solution will have their own ideas and perceptions of how well they believe a solution is meeting their needs.

For example, a banking institution has always had major complaints from customers and staff members about the poor usability and low level of customer friendliness of the loan-application process. They also complained that it was a very time consuming and tedious process. These are examples of qualitative measures that exist within the context of this loan-application process.