Grounded Theory for Market Researchers

Grounded theory is a qualitative research methodology that is more common in other social science fields than in market research.

So, if it’s new to you, you are not alone.

The short story is that it is a methodology that gives us researchers a way to amp up the rigor of our qualitative analysis, and can help us to efficiently extract more value from our qual data. If you have taken Writing Qualitative Research Reports with me, you know I advocate strongly for rigorous qual analysis. So, I was happy when a qual researcher I recently met shared an example of her work applying grounded theory in an ethnographic study. And better still, she accepted my invitation to record a guest lecture on the subject for Research Rockstar students.