<p>Quantitative methods remain the hallmark of research in applied behavior analysis. Yet, such methods frequently fail to capture the nuances of context where behavior analysis is practiced. Therefore, qualitative methods can provide complementary means to gain deeper insight into changes in socially significant behavior. We believe that researchers within the field of behavior analysis have much to gain from embracing qualitative methodologies. We propose that more researchers can and should consider conducting rigorous qualitative research to elevate the voices of the participants and relate the depth and complexities of their nuanced experiences. This article discusses Tracy’s “big tent” quality criteria to offer guidance to qualitative researchers on ensuring their studies possess high quality. Two recent qualitative research studies, conducted by the authors, are offered as illustrations to demonstrate how “big tent” criteria can be applied to design and conduct meaningful and rigorous research of high quality. We hope that these examples can encourage other researchers in the field of behavior analysis to feel more confident and see value in conducting qualitative research to gain a more comprehensive understanding of human behavior.</p>