A brief guide to qualitative research in veterinary science: interviews, focus groups, surveys and reflexive thematic analysis for practitioners and researchers

Qualitative research is increasingly recognised as an essential component of veterinary inquiry, especially when exploring the complex human, ethical, and contextual factors that influence animal health and welfare. This primer offers a practical and straightforward guide to the most commonly used qualitative methods in veterinary settings, including interviews, focus groups, and open-ended surveys as methods of data collection, and reflexive thematic analysis as one approach to data analysis. Aimed at veterinary practitioners and researchers with limited prior experience in qualitative approaches, it explains the reasons for using these methods and how to conduct them rigorously, and highlights common pitfalls to avoid. Drawing on published examples from veterinary science, the article clarifies the process of qualitative data collection and analysis, emphasising reflexivity and ethical responsibility. Although qualitative research does not produce statistically generalisable results, it offers valuable insights into how veterinary professionals and clients experience and understand their world. By providing readers with the foundational tools to design, evaluate, and conduct high-quality qualitative research, this guide helps build a more comprehensive evidence base for informed veterinary decision-making.