P - limitation: approach uses qualitative data to understand behaviour
E - bc interest in understanding a person's unique and subjective experiences which differ across individuals
E - this data can be positive as they give an insight to the deepest aspect of human psyche, can't be captured in a lab or inferred, obtained through diary entries, unstructured interviews, offers rich conclusion of behaviour
C - danger with solely relying on said data due to subjectivity. self actualisation cant be broken down or measured objectively
L - valid contribution questioned - untestable nature