Purpose: Students of social research methods in search of a "Haynes manual" type set of instructions are often, if not invariably, thwarted in their ambitions and are either confronted with an abstract description which remains firmly at the level of methodology or, alternatively, an uncritical mechanical template for application. The purpose of this paper is not to rectify these deficits, but rather to make the interplay between epistemological and methodological concerns and those relating to method visible to inspection. Design/methodology/approach: To illustrate this interplay, the authors present one example of a piece of applied policy research which employed a process of framework analysis. Findings: It is argued that rhetorical transparency in the creation of any qualitative account enhances its authenticity, and in part, this article demonstrates that it remains possible to maintain reflexive awareness of epistemological and methodological concerns whilst at the same time pursuing clear and practical methodical guidelines. Originality/value: This article provides unique approach to providing researchers with a practical guide to framework analysis with theoretical reflection on the wider methodological concerns.