This article explores the characteristics of qualitative research and its potential value for research in cardiac nursing, using short illustrative examples. It begins by clarifying the focus and world view of qualitative research, elaborating on its underlying methodology and methods. Insight is provided into the range of methods of data collection, sampling and data analysis. A short section is also provided on the importance of reflexivity in qualitative research and of providing insight into ‘how the study was done’ to enable the reader to evaluate the quality of the qualitative research study carried out.