An open letter to The BMJ editors on qualitative research by Greenhalgh, T, Annandale, E, Ashcroft, L, Barlow, J, Black, N, Bleakley, A, Boaden, R, Braithwaite, J, Britten, N, Carnevale, F, Checkland, K, Cheek, J, Clark, A, Cohn, S, Coulehan, J, Crabtree, B, Cummins, S, Davidoff, F, Davies, H, Dingwall, R, Dixon-Woods, N, Elwyn, G, Engebretsen, E, Ferlie, E, Fulop, N, Gabbay, J, Gagnon, M, Galasinski, D, Garside, R, Gilson, L, Griffiths, P, Hawe, P, Helderman, J, Hodges, B, Hunter, D, Kearney, M, Kitzinger, C, Kitzinger, J, Kuper, A, Kushner, S, May, A, Legare, F, Lingard, L, Locock, L, Maben, J, Macdonald, M, Mair, F, Mannion, R, Marshall, M, May, C, Mays, N, McKee, L, Miraldo, M, Morgan, D, Morse, J, Nettleton, S, Oliver, S, Pearce, W, Pluye, P, Pope, C, Robert, G, Roberts, C, Rodella, S, Rycroft-Malone, J, Sandelowski, M, Shekelle, P, Stevenson, F, Straus, S, Swinglehurst, D, Thorne, S, Tomson, G, Westert, G, Wilkinson, S, Williams, B, Young, T, Ziebland, S