While defining quantitative and qualitative research based on their uses and purposes may be considered a practical approach for researcher, the difference actually lies on their roots: Quality and quantity. Procedures, designs, concepts, purposes and uses emanate from there. Example on qualitative research referring to quality where problems are answered without generally focusing on quantity, are descriptions (in words) coming form interviews, discussions or observations. However when words are translated to quantity in order to describe or to generalize, then the research is now called quantitatitive research. The bottom lines are the questions: “What is/are ” for quality and” how much/many” for quantity.
As a final point, word clouds often have a level of authority that you need to be careful about. As the counting of words is seen as non-interpretive and non-subjective, some people may feel they ‘trust’ what is shown by them more than the verbose interpretation of the full rich data. Hopefully with the guidance above, you can persuade your audience that while colourful, word clouds are only a one-dimensional dive into the data. Knowing your data and reading the nuance will be what separates your analysis from a one click feature into a well communicated ‘aha’ moment for your field.