This chapter looks at the spectrum of methodological approaches in qualitative data analysis. It mainly focuses on Grounded Theory as one of the major approaches in the family of qualitative approaches. The chapter outlines qualitative analysis's structured yet flexible nature, demonstrating how NVivo can facilitate a wide range of qualitative analyses through its flexible code and retrieval system (thematic coding and querying). The chapter also stresses the core role of theory in this research tradition. At the end of the chapter, a step-by-step example illustrates how a researcher uses NVivo for analysis, from importing the data to the final visualisations of coded data.