methods of research of activity, the main purpose of which is to obtain knowledge about the meanings of objects, actions, events and situations in an individual or a group of people, about the experience of attitude to other people and groups. There are methods of qualitative data collection (observation, survey, interview, study of documents) and methods of qualitative data analysis (thematic and qualitative content analysis, phenomenological analysis, “sound theory” approach, colloquial speech analysis (conversion analysis), narrative and discourse analysis, and others).