This article illustrates how the concept of reflexivity has matured in conjunction with developments in qualitative research, and makes the case for inclusion of a reflexive account to increase the rigour of the research process. A qualitative study (Jootun and McGhee 2006) is used to show how the reflexive process improved data reliability. Reflexivity is an invaluable tool to promote understanding of the phenomenon under study and the researcher's role. The relationship between, and influence of, the researcher and participants should be made explicit.