Content analysis is perhaps the most traditional approach to the analysis of verbal qualitative data. Although this approach is firmly rooted in the positivist framework of quantitative methods in psychology, with all its inherent philosophical problems, we believe it has something to offer when faced with the analysis of rich interview data. There are some psychologically valid research questions posed by such data that can be addressed in a more quantitative manner without necessarily compromising the richness of the data. In addition, the relatively recent emergence of multivariate data analysis methods can facilitate descriptive analysis of such quantifications. In this paper we will outline a brief methodological description of content analysis followed by three approaches to qualitative interview data in which content analysis is used to address a variety of research questions.