Grounded Theory

In grounded theory, we systematically gather a large amount of data through a series of in-depth interviews, with the aim to synthesize a theory. Although it sounds very simple, the real challenges of utilizing this method lies in managing the massive amount of data and deciding what kind additional data that need to be gathered as the theory starts to emerge from the data analysis process. We can utilize this method to derive a theory about people’s behavior and company’s culture, as the practical application of this method is almost limitless.