This article explains how reflexivity offers us a way to turn the problem of subjectivity in research into an opportunity. Examples of personal reflexivity, in the form of subjective analysis of some research encounters which have occurred during my own research, are presented to illustrate how the reflexive process can unfold new understandings. The discussion argues that personal and methodological reflexivity should be included as an element of every investigation (qualitative or quantitative) and that without it the validity of the research could be undermined.
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