A lecture given by Dr Victoria Clarke at the University the West of England, Bristol, UK, in November 2017. The lecture is entitled "Thematic analysis: What is it, when is it useful, and what does 'best practice' look like?" In this hour lecture, Victoria Clarke maps out different approaches to thematic analysis, and different conceptualisations of the 'theme', addresses common misconceptions and confusions about thematic analysis, and highlights the flexibility thematic analysis offers the qualitative researcher. Victoria Clarke is coauthor with Virginia Braun of the highly cited paper 'Using Thematic Analysis in Psychology' (2006), and is widely regarded as a leading authority on thematic analysis.