Market research studies often have a purpose and focus quite different from qualitative health research studies. An appreciation of approaches, techniques for analysis and interpretation, and reporting can broaden the traditional researcher's perspective and may suggest new approaches. This article provides some insights about ways a small and busy qualitative research company analyzes focus group data and prepares reports for clients. Reports are used to support clients in making key decisions that affect organizational programs and policies, and the marketing and advertising of products and services.