The authors argue that thematic analysis provides a robust and systematic approach for identifying patterns and meanings within qualitative data. They emphasise its flexibility, highlighting that it can be used across a range of theoretical and methodological perspectives rather than being tied to a single research tradition. The paper challenges misconceptions that thematic analysis is merely descriptive or lacks analytical depth. Overall, the authors present thematic analysis as a valuable method for producing accessible, rigorous, and meaningful qualitative research in health and wellbeing contexts.