This case is the qualitative research experience of a researcher who was interested in exploring the meaning of bad news management for managers in the context of Turkey. Face-to-face and in-depth interviewing for data collection and content analysis for data analysis were used to reach root metaphors of bad news management. Root metaphors are hidden, basic perspectives about a phenomenon, much like the roots of a tree are hidden under the ground. This case reports and discusses the details of interviewing and qualitative content analysis for how to reach the root metaphors of a phenomenon