The contribution presents the use of reflexive thematic analysis as an empirical research strategy to describe and compare academic evaluative experiences of knowledge valorisation, or Third Mission, and impact. The universities’ awareness about Third Mission and impact generation is a reflexive exercise to define identity and stance of the institutions, hence the need for an evaluation framework that is up to the challenges, updated to the latest in quality assurance as well as compatible with pre-existing practices. The contribution intends to highlight how complex, and pervasive of the entire academic system architecture, it is to design strategies that positively affect the evaluation of Third Mission, and how this complexity also extends to the research generated in parallel from institutional documentary material. The contribution tackles some methodological reflections on the use of reflexive thematic analysis as a research strategy and how such use entails, depending on the chosen topic, some revisions of the standard phases; the thematic table that has been produced is displayed along with initial insights. To conclude, authors outline some benefits attributable to reflexive thematic analysis in the application context, developments that have emerged from the documents in the reflexive recognition of Third Mission and its evaluation, validity limitations of the study and potential developments for the field of inquiry.