Dr Nikki Newhouse is a postdoctoral researcher in the Nuffield Department of Primary Care Health Sciences at the University of Oxford, where she works as a qualitative methodologist alongside a diverse multidisciplinary team drawn from the clinical trials, engineering, health psychology, human factors and medical communities. Her primary research interest is in human-computer interaction, in particular the development, evaluation and implementation of complex digital interventions to support physical and psychological wellbeing across the lifespan. She uses qualitative and participatory design methods to explore how and why people use (and don’t use) technology 'in the wild'. In this presentation, Nikki will talk about what qualitative research is (and isn't!) and why it matters for healthcare; she will use examples from her experience to illustrate how we might go about designing good qualitative studies with clear research questions, focusing on best practice in data collection, analysis and presentation.