Section 1. Theory -- Section 2. Method -- Section 3. Interpretation. This book is a simple yet thorough introduction to O methodology, a research technique designed to capture the subjective or first-person viewpoints of its participants. Watts and Stenner outline the key theoretical concepts developed by William Stephenson, the founder of O methodology, including subjectivity, concourse theory and abduction. They then turn to the practicalities of delivering high quality Q methodological research. Using worked examples throughout, the reader is guided through. The conduct of fieldwork. All the analytic processes of Q methodology, including factor extraction, factor rotation and factor interpretation. Drawing on helpful conceptual introductions to potentially difficult statistical concepts and a step-by-step guide to running Q methodological analyses using dedicated software, this book enables interested readers to design, manage, analyse, interpret and publish their own O methodological research.