Never mind the quantity, investigate the depth!

Illustrates how qualitative methods can illuminate social and cultural contexts which affect food choice in the domestic situation. Argues that these contexts are best uncovered by the exploratory, inductive and less structured approaches offered by qualitative methods. Describes some analytical strengths of these methods: complexity, depth, context and dynamics. Illustrates these with examples drawn from a multi‐interview study of whole family groups carried out in Edinburgh in the late 1980s. Suggests that qualitative methods are best suited to investigating the social processes and dynamics which underpin the statistical picture presented in quantitative nutritional surveys.