Data analysis is central to credible qualitative research. Indeed the qualitative researcher is often described as the research instrument insofar as his or her ability to understand, describe and interpret experiences and perceptions is key to uncovering meaning in particular circumstances and contexts. While much has been written about qualitative analysis from a theoretical perspective we noticed that often novice, and even more experienced researchers, grapple with the ‘how’ of qualitative analysis. Here we draw on Braun and Clarke’s (2006) framework and apply it in a systematic manner to describe and explain the process of analysis within the context of learning and teaching research. We illustrate the process using a worked example based on (with permission) a short extract from a focus group interview, conducted with undergraduate students.