Most otolaryngology research is quantitative rather than qualitative. With understandable concrete numbers representing effect size and significance, guided by statistical tests and based on large numbers of cases, the findings can be simple to interpret and translate into practice. However, qualitative research is becoming increasingly common in Otolaryngology literature. By comparison to quantitative counterparts, qualitative studies can be text-based and rely on smaller numbers of cases with more in-depth exploration of particular themes. Though it is sometimes regarded as “soft science” qualitative research can be superior to quantitative research for studying behavior--those of the individual, the institution, and of society. This is because it is based in the intangibles that numbers may not be able to capture. The findings of qualitative research can even help explain the “why” behind quantitative findings or may precede a quantitative study. They can also be helpful in designing an intervention to change health behavior or meet individual needs of the patient. This session will focus on the basic theories of qualitative research and move into examples of studies in otolaryngology conducted by our panelists. In doing so, the panelists will also answer “What is qualitative data?” and “How do you read a qualitative study?” An open discussion on how one can become an avid, critical reader of this literature and engage in strengthening the science in otolaryngology through applying mixed methods or qualitative research to his/her endeavors will be had, giving attendees a basic toolkit to start exploring qualitative research in his/her own work.