Must-Know Qualitative Kpis [Latest Report]

Highlights: The Most Important Qualitative Kpis

  • 1. Customer Satisfaction
  • 2. Brand Loyalty
  • 3. Employee Engagement
  • 4. Customer Service Quality
  • 5. Innovation
  • 6. Training and Development
  • 7. Organizational Culture
  • 8. Corporate Social Responsibility
  • 9. Leadership Effectiveness
  • 10. Partner Collaboration
  • 11. Employee Diversity
  • 12. Staff Retention
  • 13. Health & Safety
  • 14. Quality of Work Environment

Table of Contents

In today's data-driven world, businesses are increasingly reliant on measurable key performance indicators (KPIs) to guide their decision-making processes and quantify their success. While quantitative KPIs have long been recognized for their role in providing concrete, numerical evidence of progress, qualitative KPIs offer invaluable insights into the more abstract aspects of a company's performance that cannot be easily quantified.

In this blog post, we will delve into the world of qualitative KPIs, shedding light on their importance, how they complement quantitative KPIs, and their critical role in facilitating a comprehensive and nuanced understanding of an organization's overall performance. As you continue reading, you will discover how qualitative KPIs can help you effectively assess and optimize your marketing, customer relations, and employee engagement initiatives, ultimately driving your business forward in a more meaningful and impactful manner.

Qualitative KPIs You Should Know

1. Customer Satisfaction

Measured through customer feedback surveys or reviews, this KPI assesses how satisfied customers are with the company's products or services.

2. Brand Loyalty

Determines how loyal customers are to a brand through repeat purchases, subscriptions, or referrals. This can be measured through customer retention rates, net promoter scores, and loyalty program participation.

3. Employee Engagement

Evaluates how committed and motivated employees are in their roles. This can be assessed through employee surveys, turnover rates, or performance reviews.

Qualitative KPIs
In today’s data-driven world, businesses are increasingly reliant on measurable key performance indicators (KPIs) to guide their decision-making processes and quantify their success.

4. Customer Service Quality

Measures the effectiveness and quality of the company's customer service. This can be assessed through response times, resolution rates, and customer feedback.

5. Innovation

Evaluates the effectiveness of an organization's innovation efforts through the development of new products, services, or processes. This can be measured through the number of patents obtained, R&D spending, or the percentage of revenue generated from new products.

6. Training and Development

Assesses the effectiveness of employee training and development programs. This can be measured through employees' skill improvement, completion rates of training programs, and time spent on training activities.

7. Organizational Culture

Measures the overall health of a company's internal culture. This can be assessed through employee surveys, the number of reported HR incidents, or the level of employee participation in events and initiatives.

8. Corporate Social Responsibility

Evaluates a company's commitment to ethical and environmentally responsible practices. This can be measured through a percentage of revenue donated to charities or the carbon footprint of the organization.

Qualitative KPIs
While quantitative KPIs have long been recognized for their role in providing concrete, numerical evidence of progress, qualitative KPIs offer invaluable insights into the more abstract aspects of a company’s performance that cannot be easily quantified.

9. Leadership Effectiveness

Assesses the performance of a company's leadership team. This can be measured through employee surveys, the implementation of company strategies, or feedback from external stakeholders.

10. Partner Collaboration

Evaluates the effectiveness of partnerships and collaborations with external organizations. This can be measured through project success rates, the level of collaboration, and feedback from partners.

11. Employee Diversity

Measures the diversity of the organization's workforce. This can be evaluated through the percentage of employees from different backgrounds, age groups, and gender.

12. Staff Retention

Evaluates the company's ability to retain employees over time. This can be measured through employee turnover rates, reasons for leaving, and employee tenure.

13. Health & Safety

Measures the effectiveness of a company's health and safety policies and procedures. This can be evaluated through the number of reported accidents, incidents, or near misses, and employee adherence to safety guidelines.

14. Quality of Work Environment

Assesses the overall condition of the company's working environment. This can be measured through employee satisfaction surveys, the amount of work-related stress, or the availability of resources and support.

Qualitative KPIs Explained

Qualitative KPIs provide valuable insights into a company's subjective aspects, like customer perception or employee morale, which significantly impact performance and growth. Customer satisfaction, for instance, helps assess client happiness and reveals areas requiring improvement. Brand loyalty showcases customer commitment and reflects effective branding strategies.

Employee engagement influences productivity and company culture, while customer service quality directly affects the overall customer experience. Innovation measures the company's progressive efforts, leading to a competitive edge. Training and development displays a company's commitment to nurturing employee growth. Organizational culture represents the overall work environment and morale, whereas corporate social responsibility demonstrates ethical business practices. Leadership effectiveness influences company direction and strategy implementation, while partner collaboration enhances external alliances' success.

Employee diversity reveals workforce inclusivity and brings various perspectives to the table. Staff retention points to employees' commitment to the company, ultimately impacting talent management. Health and safety KPIs highlight a safe work environment and employee well-being, while the quality of the work environment contributes to productivity and satisfaction. Altogether, these qualitative KPIs offer a comprehensive view of a company's performance beyond just financial and operational objectives.


In summary, qualitative KPIs are an essential aspect of measuring and analyzing a company's progress and success. Going beyond the quantitative data, these KPIs provide valuable insights into customer satisfaction, brand perception, and employee engagement.

By giving these qualitative indicators attention and consideration, businesses can leverage a more comprehensive understanding of their performance and take actionable steps towards improvement. Ultimately, focusing on qualitative KPIs alongside quantitative ones will lead to a more holistic approach to achieving long-term success and sustainable growth.

Frequently Asked Questions

Qualitative KPIs are non-numerical performance indicators that help organizations measure and assess the quality of their services, products, or overall performance in various aspects. These KPIs usually focus on subjective traits, such as customer satisfaction, employee morale, or brand reputation, rather than quantifiable metrics.
Qualitative KPIs are important because they provide valuable insights into areas that may not be easily measurable numerically, such as customer experiences or team collaboration. By evaluating these qualitative aspects, businesses can identify strengths and weaknesses, take appropriate actions to improve, and ultimately enhance their overall performance and success.
Examples of Qualitative KPIs include customer satisfaction ratings, employee engagement levels, social media sentiment analysis, leadership effectiveness, and the organization’s adaptability to change. These KPIs help paint a more comprehensive picture of a company’s performance and contribute valuable information to support data-driven decision-making.
Businesses can measure and track Qualitative KPIs through various methods, including surveys, interviews, focus groups, and online reviews. They should also analyze relevant social media conversations and internal feedback systems to gauge public opinion and employee sentiment. Consistent monitoring of these qualitative indicators will aid decision-making and drive improvement initiatives.
Businesses can improve Qualitative KPIs by actively identifying and addressing issues uncovered through their qualitative analysis. This may involve implementing new policies or procedures, providing more extensive staff training, investing in employee well-being, enhancing product or service offerings, and updating their brand image or communication strategies. By proactively creating a positive environment and experience for both customers and employees, businesses can positively impact their Qualitative KPIs.
How we write these articles

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly. See our Editorial Guidelines.

Table of Contents

Free Test

Leadership Personality Test

Avatar Group
No credit card | Results in 10 minutes