Purpose: The purpose of this paper is to support potential users of thematic analysis (as outlined by Virginia Braun and Victoria Clarke). Researchers with the intention of applying thematic analysis are advised to consider the theoretical framework of their work and how differing ontological and epistemological standpoints influences their approach to thematic analysis. Design/methodology/approach: This paper considers aspects of the work that has been done around thematic analysis to guide future potential users. The flexibility, recipe-like use and ease of thematic analysis are discussed, along with guidance being offered to avoid the seemingly common trip hazards of navigating the approach. Findings: Users of thematic analysis seemingly continue to cite Braun and Clarke's thematic analysis whilst repeatedly contradicting the guidance of their work. Practical implications: Readers of this paper that intend on using thematic analysis will be redirect to further learning, personal reflection and adjustments to the way in which they engage with, utilise and report their qualitative work using Braun and Clarke's approach to thematic analysis. Social implications: It is possible that past research that has been reported as using Braun and Clarke's approach to thematic analysis has been misinterpreted, misunderstood and misused. This as a result of researchers potentially having failed to embrace the need to engage in reflexive, epistemological and ontologically clear processes during the use of thematic analysis. Originality/value: While Braun and Clarke's approach to thematic analysis seems to have developed a significant level of popularity and use, the finer but impactful understanding of the approach has been overlooked. Other work has been done in relation to thematic analysis but there has not been anything to support thinking and learning around the suitable, accurate and knowledgeable use of the approach.