Physicians and medical educators are known to be extremely busy people. Despite the fact that physicians and medical educators are overwhelmed with teaching and/or practice, many institutions will not promote faculty without some component of research as part of their promotion and tenure package. Unless funded through grants, these individuals often lack the resources, time, and personnel to conduct bench research or large cohort experimental studies. The majority of these professionals do not realize that there is another path to scholarship and publication in their areas of expertise -  qualitative research.  Physician and medical educator knowledge of qualitative research is not as profound as with bench or large cohort experimental studies, nor as prevalent as to serve as examples on how to effectively conduct qualitative research. Qualitative research can be a highly appropriate and rewarding methodology that also aligns well with the principles of medical education. Physicians and medical educators will benefit from a discussion about principles of qualitative research, qualitative research designs and tools, ways to achieve validity and reliability, and examples of how other professionals have effectively pursued qualitative research as part of their promotion and tenure package. Thus, this focus session will provide participants with details and concrete examples of qualitative research projects that they can use to develop a qualitative research project of their own.