This chapter comprehensively specifies qualitative method design and data analysis within management research, grounded in interpretivism to discover subjective human experiences. It elaborates on key characteristics, advantages (in-depth understanding, flexibility, contextualisation), and disadvantages (subjectivity, limited generalisability, time-consuming nature) of qualitative methods. The core then systematically introduces several data collection instruments and analytical methodologies; unstructured, structured, and semi-structured interviews, thematic analysis, grounded theory, narrative analysis, phenomenological analysis, ethnographic analysis, content analysis, and case study analysis. For each approach, the chapter outlines its process, specific applications, and interpretive variations, equipping researchers with a robust guide for conducting rigorous qualitative inquiry and acquiring rich, contextualised insights into management phenomena.