Qualitative KPIs have a 'descriptive characteristic', generally an opinion or a trait. They are widely used for measuring customer or employee satisfaction via surveys.   However, the survey itself is qualitative in nature. But, the measures are based on individual opinions and interpretations. Quantitative KPIs, on the other hand, have measurable characteristics. They have everything to do with numbers - the number of items sold, monthly sales, courses attended, calls handled. They are the most popular and widely used performance indicators. Both have their own degree of measurement.