The development of qualitative research within psychology has been characterised in recent years by fragmentation. Responses to this have emerged with the popularity of a flexible, pragmatic approach in the form of thematic analysis and with the advocacy of a pluralist approach in which the achievement of rich, deep analyses through the use of several qualitative methods in conjunction has been prioritised. This article draws upon a study of responses to research on the health implications of smoking to illustrate how a pragmatic, pluralist approach can work within qualitative psychological research. Semi-structured interviews were conducted with three participant groups: smokers, ex-smokers and, as key informants on cigarette consumption behaviours, newsagent staff. The interviews were transcribed and analysed using thematic analysis from phenomenological, discourse analytic and narrative analytic perspectives within an epistemological macro-stance of critical realism. Analyses are presented of participants’ representations of decision-making about smoking in cost-benefit terms. A pragmatic, pluralist approach to qualitative psychology is advocated but its challenges are also noted
