This case study shows the reader how the research on the changing contours of Premier League English football from its inception in 1992 to today emerged as part of a creative process. A wide range of mixed methods were deployed. These included observation, interviews, descriptive statistics in the form of tables and graphs, and the collection of additional primary data. The case study also explains how and why visual data in the form of photographs were excised from the final version of the research paper. It also explains how these visual materials were incorporated into the descriptive written analysis. The case study reveals how the construction of the analysis involved a series of creative stages that culminated in the overall explanation generated.