Introducing the core concepts and most important techniques in qualitative research, this practical textbook is the perfect companion for anybody undertaking a research project in sport. Full of real-world cases, data and examples and featuring the voices of researchers at all levels, from experienced professors to student researchers doing their thesis, the book introduces the reader to the qualitative methodological journey. It explains why qualitative methods are useful and important, and it guides the reader through the entire research process, from designing a research project to analysing data and writing up results. The book demystifies qualitative methods, such as interviewing, focus groups, online research and visual methods, with short, practical and digestible chapters, giving the reader all they need to know to get started. A final section explains how qualitative research skills can be an invaluable tool in building a career, whether in academic research or in working environments beyond the university. With useful features in every chapter to help break the subject down and encourage understanding, this is an essential textbook for any student in sport, exercise or physical activity, as well as early career researchers (ECRs) and practitioners, looking to use qualitative methods in their work.