Qualitative research is a science that has grown tremendously in the last several decades within many industries and health research.  The research focuses on the processes involved in the constructed realities of our society that shape situational and contextual issues thereby potentially impacting outcomes.  Through rigorous and systematic analysis, themes and patterns are identified choosing from a plethora of methods to identify how experiences are shaped and meaning created.  These findings provide valuable insights in problem identification that may not be found with population health or statistical analysis based on probability theory. 

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Some social situations are messy and difficult to unravel as the complexity of individual behaviour sometimes makes understanding and interpreting specific trends or contexts in light of what “should” be happening. By using the appropriate method, a more thorough and comprehensive understanding can be achieved impacting our knowledge and practice of our profession.