Against the recent challenge to qualitative research from evidence-based research, it is worthwhile to ask, how we can account for the success story of qualitative research since the 1970s. Therefore this paper relates the rise of qualitative research to social changes. The analysis shows that the rise of qualitative research is related to the neoliberal regime, in which government works through the creation, shaping, and utilization of human beings as subjects. Thus power works through, and not against, subjectivity. Qualitative research and its interest in subjectivity and experience is an adequate response to this. By way of conclusion, the paper discusses the critical potential of social research. [ABSTRACT FROM AUTHOR]