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Much of what we focus on in Archimedes is quantitative research. How many things can we count, measure, weigh or time? It makes sense for lots of questions: Does drug A get more kids out of hospital than drug B? Can test X give us an accurate diagnosis of Z without the need for a biopsy? Will mega-feed bulk up babies better than supa-milk? But not all meaningful healthcare questions are like that. Sometimes we want to know the answer to questions like ‘How do people make decisions in relapsed cancers?’ or ‘Why do doctors keep prescribing antibiotics when the guidance suggests they stop?’ For these, qualitative approaches are needed.