The qualitative (or "soft") tools used in strategic analysis differ from their quantitative counterparts in terms of underlying methodology that does not produce a numerical summary measure. In fact, the output of qualitative analysis can be represented flexibly by means of a multitude of logical schemes and explanatory diagrams of a descriptive nature. Qualitative methodology has important uses in strategic analysis, enabling the analyst to understand the essential characteristics of the phenomenon under investigation and to organize the mass of data, whilst remaining readily adaptable to the specific needs of the project. Starting from these premises, the chapter is aimed at describing: - the methodology and description for the classification of tools; - the causation and feedback qualitative tools; - the causation and contextualization qualitative tools; - the causation and correlation qualitative tools.