Purpose For anyone digging into the concepts, it becomes obvious that action research and quality management are a really nice match. They share many of their conceptual roots, intentions, core principles/dimensions and processes. Current best practice of quality management can even be understood as doing and strengthening action research processes, in terms of the Plan-do-study-act cycle (PDSA), in organizations. However, the choice, design and application of action research within quality management research is surprisingly seldom discussed or shared. The purpose of this paper is hence to elaborate on how action research and quality management are closely interrelated and how action research can be used more frequently and successfully in quality management research. In addition, the paper hopes to contribute to revitalizing what could be considered the most fundamental practice of quality management: the PDSA cycle.     Method The paper is based on a conceptual discussion combined with illustrative experiences and learnings from several research projects that have applied action research to develop the field of Quality Management. The projects and examples illustrate and share both experiences of dancing at its best and a few uncomfortable falls.   Findings The paper identifies several critical factors to consider when designing and applying action research within quality management research.    Practical Implications As action research is defined by its double aim, developing both scientific knowledge and practice, the ability to successfully design and apply action research in quality management research has large practical implications. One obvious risk if this dance fails is that academic researchers draw back from practice and their ambitions of developing and contributing to practice in their research. The findings of the paper are hoped to increase the number of successful future applications of action research within quality management.   Originality The study provide insights in an area sparsely discussed in previous academic work.