Subjective Can Be Scary—But Worth It: Personal Reflections on How Qualitative Methods Can Advance Applied Behavior Analysis

Abstract Applied behavior analysis is a quantitative field. We calculate frequency of responses per minute, percentage of incorrect and correct responses, percentage of agreement across raters on a regular basis. The safety in numbers can be comfortable—they are clear and objective. However, numbers do not provide the whole picture of a person’s experience. Qualitative approaches provide valuable insights into the lived experience of people. Yet, undertaking qualitative approaches can be scary for those of us in a quantitative field. The subjective data and findings can be extremely challenging to navigate. There is also the matter of feeling like an imposter or a fraud. In this personal narrative inquiry, I tell my story of embracing qualitative approaches as a behavior analyst, the challenges and the surprising discoveries of the depths this data could help us reach. The relevance of qualitative approaches lies in understanding how various qualitative methods and approaches can enhance our understanding of lived experience. Some points about qualitative research are drawn out for context, and my personal experience is explored to show the journey, joys, and challenges of discovering and embracing qualitative research as a behavior analyst.