In this essay that serves to introduce the So!apbox Forum on quality in qualitative research, we argue that achieving quality involves a process of navigating the tensions between structure and creativity, and between accountability and professionalism. Guidelines for achieving quality such as those offered in this forum or elsewhere should not therefore be seen as absolute standards, templates or checklists to be strictly followed, but rather as toolkits that can assist in navigating the tensions involved in participating in and developing the qualitative research craft as a community of scholars, reviewers and editors.
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