This paper explores the relation between transference and free association in the production of data in sociological and social research. Drawing on Laplanche’s notion of the analyst as a provocation for the transference and Lacan’s understanding of the analyst as cause of desire, we map transference as a condition for free association and theorise an ‘enigma of participation’ in research. We develop these ideas through a discussion of two astonishing moments in recent research interviews. We propose that free associative interviews can be understood as sites of transference that help us to glimpse the unconscious in social and political discourse and offer insights into the (im)possibilities of subjective change.