<p>The convergence of many shifts within and outside the field of behavior analysis have led to an important conclusion: now more than ever before, qualitative behavior analysis as a distinct branch of behaviorism is warranted, useful, and necessary. This article explores what qualitative behavior analysis could be, and do, within the field of behavior analysis. An outline of how qualitative behavior analysis can fit within the broader field is provided. Ways in which qualitative behavior analysis can be considered consistent with radical behaviorism are discussed, alongside a consideration of tenets which discriminate qualitative behavior analysis as a unique branch of the broader behavior analytic field. In advancing a call for qualitative behavior analysis, we invite the field to consider and discuss how, and why, a qualitative branch to our science might bring value, and ameliorate some of the big issues facing behavior analysis today.</p>