OBJECTIVES:  To evaluate the attitude and perceptions of the physicians & pharmacists towards Adverse Drug Reaction (ADR) reporting in Abbottabad, Pakistan. METHODS: A qualitative approach was used. Semi-structured interviews were conducted with 18 practicing physicians and pharmacists of Abbottabad until the emergence of saturation point. All the interviews were transcribed verbatim and thematically analyzed for its content. RESULTS: Among the study participants eleven (11) were physician and seven (7) were pharmacist. The thematic content analysis of the interviews revealed 3 major themes: Familiarity with pharmacovigilance, attitude towards pharmacovigilance and barriers related with ADRs reporting system. In case of familiarity with pharmacovigilance and ADRs reporting, majority of respondents were even unware with the term pharmacovigilance. The assessments of transcripts also revealed that majority of respondents have positive attitude towards Pharmacovigilance or ADRs reporting and they believe that ADR reporting is a part of their professional responsibility. The study identified the major barriers for pharmacovigilance or ADRs reporting to be lack of knowledge to identify type of ADRs, Unavailability of proper pharmacovigilance center in Pakistan, lack of knowledge that how to report ADR and where to report. CONCLUSIONS: The majority of respondents surveyed had little knowledge about ADR reporting system. It is emphasized the importance of establishing a pharmacovigilance center in Pakistan and also there is need to train the physician and pharmacist regarding pharmacovigilance.