A verbatim quote is the precise, unedited language a participant used during a qualitative research session, captured exactly as spoken or written. In qualitative research, verbatim quotes function as primary evidence: they ground thematic analysis in real human expression rather than researcher interpretation, and they give stakeholders direct access to the voice behind a finding. Well-selected verbatim quotes strengthen the credibility of insights reports by showing that conclusions trace back to actual participants. They are particularly valuable in concept testing, brand research, and customer experience work, where the specific words customers use often carry as much meaning as the sentiment they express.