Invited webinar I created and delivered on using NVivo for sociological qualitative data analysis. Many sociologists like to “get their hands dirty” by delving into deep analysis of qualitative data – be it discourse analysis, in-depth interviews, ethnographic observations, visual and textual media analysis, etc. Manually coding these data sources can become cumbersome and cluttered – and may even hinder drawing out the rich content in data. The webinar demonstrated how one can use NVivo to: (1) Import various textual, audiovisual, and visual data sources to facilitate coding for analytic themes, (2) Query data with text searching and word frequency queries to draw out the themes in data, (3) Classify data sources by “Attributes” such as social demographics or other categories to readily compare similarities and differences in data tied to these social attributes, and (4) Create “Relationships” between data sources or themes to explore and visualize the intricate connections within data.