Public health research that addresses chronic disease has historically underutilized and undervalued qualitative methods. This has limited the field's ability to advance () a more in-depth understanding of the factors and processes that shape health behaviors, () contextualized explanations of interventions' impacts (e.g., why and how something did or did not work for recipients and systems), and () opportunities for building and testing theories. We introduce frameworks and methodological approaches common to qualitative research, discuss how and when to apply them in order to advance health equity, and highlight relevant strengths and challenges. We provide an overview of data collection, sampling, and analysis for qualitative research, and we describe research questions that can be addressed by applying qualitative methods across the continuum of chronic disease research. Finally, we offer recommendations to promote the strategic application of rigorous qualitative methods, with an emphasis on priority areas to enhance health equity across the evidence generation continuum.
