In 1993 the BMJ published an unusual article about qualitative research in which we reported a fictitious encounter in the corridors of health services research.1 The article was a socratic dialogue between a quantitatively trained director of a health services research unit and a more junior qualitative sociologist. The dialogue was designed to stimulate debate about the dominance of quantitative research and, in particular, the randomised controlled trial in health related research. It went on to suggest that qualitative methods should be taken more seriously. Since then qualitative research methods have become far more widely accepted in health services research and many areas of medical and nursing research.2 3 4 5 6 7 8

Although it seems that qualitative research is established in healthcare settings, we are not convinced that it is always conducted appropriately. This article critically evaluates how far qualitative research has come and asks some searching questions about whether researchers are using its full potential to inform and improve health service organisation and the delivery of care.

In keeping with the spirit of our original paper, we have used the conversational format to revisit the two fictional characters and the debate about the place of qualitative research. The scene is the retirement party in honour of the director of the research unit in the 1993 dialogue. We join him just as he concludes his speech of thanks.

• DIRECTOR: And so, the unit has grown, both in terms of the number of people and the range of disciplines they draw on. We use diverse research methods, notably much more qualitative research. This is something I am …