This special issue showcases a range of qualitative research projects conducted by health psychologists with a view to promoting greater uptake and development of qualitative research methods in the field. It is timely because qualitative methods have become prominent across psychology and health research, and because major health research funders are now inviting qualitative research to help give voice to patient experiences. The special issue features both established (e.g. interviews, thematic analysis) and contemporary (e.g. online data, visual methods) approaches to data collection and analysis while also demonstrating diverse 'experiential' and 'constructionist' methodologies. The first section presents papers in which qualitative studies illuminate different health behaviors (e.g. drinking, physical activity, screen time); the papers in the second section focus on illness experiences (e.g. forms of cancer, diabetes) from patient, partner and parental perspectives. As a whole, the papers demonstrate the diversity, power and impact of qualitative research conducted in health-related settings and show how traditional health psychology methods and concepts can be enriched in the process.