Evaluating stocks involves two types of analysis: fundamental and technical. The former is all about number crunching while the latter uses up-and-down squiggly lines to chart a stock's course. In the end, it's all about being right more often than wrong. Investment professionals are constantly looking for that slight edge over the competition. One place they might easily overlook (but shouldn't) is within the realm of qualitative analysis, a subjective area that is sometimes referred to as soft metrics. This refers to aspects of a public company that aren't quantifiable or easily explained by numbers. In general, it's an underappreciated and underutilized side of fundamental analysis. (For a quick background look at this topic, seeStock Picking Strategies: Qualitative Analysis.)
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