Nasogastric tube insertion is a procedure that commonly involves discomfort, yet requires the cooperation of the conscious patient. This study employed qualitative ethology to investigate how comforting strategies were used during the insertion of nasogastric tubes in trauma care. Practitioners used eight direct and indirect comforting strategies in uniquely patterned styles (technical, affective and blended). In addition, a form of 'team comforting' was implemented as multiple trauma team members made a concerted effort to complete the procedure. Further study is needed to explicate how the nurse's style affects the behavioural state displayed by the patient.