When conducting qualitative analysis of a company, most investment professionals look at the business model, competitive advantage in the industry, management and corporate governance. This helps to determine how a company makes money, its uniqueness versus the competition, which people are making the decisions and how they treat ordinary shareholders. Gathering all of this data can provide a better idea of how a company intends to grow its business while rewarding shareholders.
However, it isn’t the entire picture. Touchy-feely subjects like satisfying the customer, rewarding employees and maintaining excellent supplier relationships matters as well.