The role of iteration in qualitative data analysis, not as a repetitive mechanical task but as a reflexive process, is key to sparking insight and developing meaning. In this paper the authors presents a simple framework for qualitative data analysis comprising three iterative questions. The authors developed it to analyze qualitative data and to engage with the process of continuous meaning-making and progressive focusing inherent to analysis processes. They briefly present the framework and locate it within a more general discussion on analytic reflexivity. They then highlight its usefulness, particularly for newer researchers, by showing practical applications of the framework in two very different studies.