<p>Social validity has long been at the heart of applied behavior analysis, with behavior analysts focused on making meaningful and socially significant change for its consumers. Despite this, behavior analysts have repeatedly called into question the rigor of social validity measures (e.g., Likert scales) and emphasized the need for more comprehensive ways to ascertain feedback and social significance of goals, procedures, and outcomes. Qualitative research methodologies provide one avenue for behavior analysts to begin to move beyond more traditional approaches to social validity and advance our science, practices as an applied field, and improve the lives of our consumers. In the current article, based on our own experiences journeying into qualitative research, we will describe lessons learned and considerations for behavior analysts interested in conducting qualitative research. We will discuss several considerations relevant to designing and implementing qualitative research in behavior analysis. Finally, we will share how conducting qualitative research has expanded our perspectives and experiences as scholars, and the value we believe qualitative research has in the field of behavior analysis.</p>