Health technology assessment (HTA) has traditionally relied on clinical and economic analyses. In recent years however, there has been a push for more multidisciplinary and multi-method approaches to evidence generation in the HTA arena. In particular, there has been a call for greater inclusion of qualitative methods, recognizing the informative potential of such approaches to patient-focused health policy. While there is increasing recognition of the value and importance of qualitative research in this field, there remains some uncertainty and debate regarding how to best incorporate qualitative methods in HTA. Drawing on a qualitative study of treatment preferences among multiple myeloma patients and their caregivers, this presentation will explore and extend the debate by engaging with such questions as: What does it mean to think qualitatively in HTA? How can qualitative research enhance innovation in HTA? What does ‘good’ qualitative research looks like and how it can be achieved? How might we optimize the usefulness of qualitative research across HTA? And, what are the implications of integrating qualitative approaches for healthcare systems, patients, policy makers, industry, providers and other relevant stakeholders? Future directions in innovative HTA will be shared.