While ArcGIS helps with an array of quantitative approaches, it also brings many capabilities for qualitative methodologies. This session from the 2021 Esri User Conference explores what distinguishes qualitative research from other types of GIS data and approaches, the ways researchers from various disciplines have combined qualitative and GIS frameworks, and how ArcGIS can be used across the lifecycle of qualitative research projects. This session also provides demonstrations of Esri technology for text analysis (especially on unstructured data), participatory research, integrating qualitative and imagery data, sketch mapping, and multimedia narrative storytelling. ArcGIS has much to offer social scientists and other researchers employing qualitative or mixed-method approaches in their work.