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This book explores the approach to thematic analysis (TA) developed by Virginia Braun and Victoria Clarke, recently referred to as reflexive TA. Over the last decade, TA has become an increasingly popular way of engaging with qualitative data. The book presents real data examples from the authors' research to describe the approach in some detail, emphasizing its core characteristics of theoretical flexibility, a focus on ever-increasing and rigorous engagement with data, an emphasis on the researcher reflexivity, and the production of multifaceted, conceptual, meaning-based patterns (themes). The book also discusses the six phases of reflexive TA as recursive and iterative. This means that reflexive TA was designed not as a strict recipe or rule book but rather as an approach to doing qualitative research qualitatively. The core values of the method are its main strength; they ensure it is theoretically flexible while …