Let’s explore this example further, through the lens of grounded theory. This is a perfect example of when to apply grounded theory research.
#Grounded theory software#
The pandemic situation was unprecedented in the modern tech age, so the development team wasn’t sure exactly what hypothesis question to pose – or, to put it more simply – they didn’t know what they were looking for exactly, but they did know that there were likely software tools they could develop that could be helpful for remote teams. For this specific case, the study question was posed in early 2020, when working from home for entire teams was new. In this example, the team doesn’t have a clear hypothesis to work from. What if, however, the researchers instead had a situation such as this: A product team wants to understand how people react to working from home exclusively during the pandemic so that they can develop software tools for remote teams. However, that’s not what grounded theory would do, because in this case we just described, the hypothesis was set from the beginning.
This will help gather essential data that can be analyzed, thematically, to further prove or disprove the initial hypothesis. To test the hypothesis, the research team would design a user experience study, where they observe how people book flights online (with screensharing), while asking them questions as the traveler goes through the process. The research team may be tasked with investigating this hypothesis further and adding more details to it – or even disproving it, to uncover whether there are other factors at play in how people choose and book airline flights. That’s a clear hypothesis, likely based on previous data and studies. In typical research methods (both quantitative and qualitative), teams come together with a clear hypothesis about what they’re studying.įor example, “When travelers are booking flights online, they will go for the best prices and flight times.” Use grounded theory methods when you don’t know what you don’t know. Use grounded theory methods when you’re not sure what you’re looking for in a study or there is no clear theory as to why certain behaviors or patterns are occurring. Let’s explain grounded theory in non-academic jargon to make this simple to digest: First off, what is grounded theory – in real-speak? In this post, we’ll try to break grounded theory down for market research usage and help provide an understanding of how impactful this mode of framing research can be for B2B and B2C studies. Typically, grounded theory is discussed in academic research, though as market researchers, we find that we often use this framework when developing studies. You may have come across the term “ grounded theory” in qualitative and quantitative research.
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