<p>This article illustrates how the concept of reflexivity has matured inconjunction with developments in qualitative research, and makesthe case for inclusion of a reflexive account to increase the rigourof the research process. A qualitative study (Jootun and McGhee2006) is used to show how the reflexive process improved datareliability. Reflexivity is an invaluable tool to promote understandingof the phenomenon under study and the researcher’s role. Therelationship between, and influence of, the researcher andparticipants should be made explicit.</p>