<p>Both authors work at the University of Texas at Austin, and neither has a background in healthcare research. The stated aim of their text is to: ‘help students unscramble the mysteries of qualitative data collection, coding and analysis…’ And they propose using a ‘systematic, qualitative technique: interactive qualitative analysis (IQA)’. There is a hint here that perhaps other approaches to qualitative analysis are not systematic, and that this is not a good thing.</p>