qualitative

Associated with the subjective quality of a thing or phenomenon, such as feel, taste, expertise, image, leadership, reputation. Qualitative aspects (attributes, characteristics, properties) are abstract; they either do not require measurement (quantification) or cannot be measured because the reality they represent can only be approximated. Knowledge of these aspects is gained through observation combined with interpretative understanding of the underlying thing or phenomenon.

Not everything that counts can be counted, and not everything that can be counted counts. Some companies focus too much on the aspects of their business that are the easiest to measure, but it's dangerous to ignore the less quantitative, more qualitative aspects of the business.