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“Drowning in data” is a familiar expression for qualitative researchers who have completed the data gathering phase of research. Overwhelmed by the sheer amount of data gathered, it is no wonder that qualitative researchers begin to indulge in various forms of ‘flight.’ Much of the literaute focused on advice giving for writing up of qualitative research projects, does little to illuminate the processes of data analysis beyond a cursory nod to coding and generation of themes. The lack of transparency continues to reinforce a ‘magical’ rather than a ‘logical’ end and limits the ways in which data can be interrogated, therefore renewed efforts at descriptive transparency will strengthen the methodological insights necessary for continuous improvement.