NVivo is a software package designed for qualitative research with rich text-based and multimedia data. It assists researchers to manage and analyze non-numerical unstructured data such as interview transcripts, audio and video files, images, PDF from literature review, and survey data.
Handling qualitative data tends to be an iterative process where you explore, code, reflect, memo, code some more, query and so on.
Source: Workflow overview from QSR