Abstract
Addressing today’s grand challenges requires novel approaches capable of capturing the complexity and driving impactful research. We argue that such multifaceted challenges call for novel methods leading to the creation of a new field of thought grounded in reflexive and prospective theorizing. This paper introduces “what-if moments”, instances in which researchers engage with counterfactuals for creating and refining alternative explanations across construct, context and time. These are the turning points triggered by counterfactual reasoning that stays hidden in the messy qualitative research process, even though they spark creativity and discovery, ultimately shaping theory development. As part of this ongoing study, we intend to demonstrate exemplar studies and encourage the scholars to present chosen critical what-if moments, thereby embracing the inherently iterative and messy nature of qualitative research. Thus, making the what-if moments explicit, alongside deeper engagement with counterfactuals to consider alternative explanations, stimulates more creative exploration in theory development.