Purpose - The purpose of this paper is to contribute to the ten years of the journal through a personal reflection. Design/methodology/approach - A review of the articles published in the last ten years. Findings - I argue that what has distinguished QROM in these ten years are two distinctive features: reflexivity on practices of qualitative research, and openness to the application of qualitative methods to unusual research topics. Originality/value - The main limit of the paper resides in the subjectivity of the person who has read the articles. Other readers may have different opinions and may have chosen different criteria.