07 February 2025 Grounded Theory: A Powerful Analysis Method for Marketing Research and UX
Understanding consumer behaviour and thoroughly analysing user needs are essential in both marketing research and user experience (UX) design. In this context, qualitative research methods are among the most commonly used tools by marketing and customer experience teams. However, despite their value, qualitative methods are often treated as the sector’s stepchild—overlooked due to concerns about cost, uncertainty, and reliability. Grounded Theory is a powerful methodology used to develop new theories directly from the data.
What is Grounded Theory?
Grounded Theory is a qualitative research methodology developed in the 1960s by sociologists Barney Glaser and Anselm Strauss. Unlike approaches based on pre-established hypotheses, it relies on the systematic analysis of collected data to allow new theories to emerge. In essence, it is a “grounded” process of creating theory, placing discovery at the heart of the process.
The Place of Grounded Theory in Marketing Research and UX
1. Understanding User Needs in Depth:
In UX research, gaining insight into users’ behaviours, motivations, and needs is critically important. Grounded Theory supports this process by helping uncover genuine user needs through the analysis of data gathered from interviews, observations, or surveys. Thus, we can develop user-centered designs.
2. Developing New Marketing Strategies:
Grounded Theory can be applied in marketing research to better understand consumer behaviour and identify emerging trends. For instance, this method can reveal unexpected insights that inform strategy and innovation when exploring questions like why consumers choose to purchase or reject a product.
3. Data-Driven Decision Making:
Grounded Theory provides a fully data-driven analysis process, free from preconceived bias. This empowers marketing and UX teams to make more objective, evidence-based decisions.
How to Apply Grounded Theory within the Contextual Inquiry Framework?
Grounded Theory is typically applied through three fundamental stages:
1. Data Collection:
Interviews are designed with the user in the role of master and the researcher as apprentice, and it is aimed to conduct within the user’s natural environment. Both passive and active observations and inquiries are made. Notes are taken, and photographs and video recordings may also be captured subject to consent.
2. Coding:
The collected data is analysed through the stages of open coding, axial coding, and selective coding. During this process, the data is categorised and examined to identify relationships between the data. Insights are then compiled using interest diagrams to visually represent the findings.
3. Theory Development:
Drawing on thematic analysis, key themes are identified within the data, forming the basis for a new theory or model. This theory attempts to address the research question.
The Advantages of Grounded Theory
• Flexibility: Data collection and analysis are dynamic processes, open to evolving directions throughout the course of research. Grounded Theory can even be applied to agile design contexts using simplified models.
• Insight: It enables a deeper understanding of complex behaviours and attitudes that go beyond surface-level data.
• Innovative Approach: It supports the development of new theories derived directly from data, rather than relying on predefined hypotheses
The Challenges of Grounded Theory
• Time-consuming: The processes of data collection and analysis are highly detailed and require a significant time investment.
• Requires Experience: Researchers must be well-versed in its principles and techniques to apply this method effectively.
• Subjective Interpretations: The researcher’s perspective may influence the analysis, making it essential to maintain objectivity. Engaging with the topic as an apprentice is recommended, as it fosters empathy and a deeper understanding.
Conclusion
Grounded Theory is an extremely valuable tool for professionals working in marketing research and UX. It offers an effective approach, particularly for understanding complex user behaviour and uncovering new insights. However, applying this method requires a time-consuming and labour-intensive process.
If you’re aiming to conduct more in-depth analyses and develop data-driven theories in your projects, we’re ready to support you in applying the Grounded Theory Method within the Contextual Inquiry framework. Let us not forget Margaret Mead’s famous quote: “What people say, what they do, and what they say they do are three different things.” Qualitative studies are treasure troves of the deepest insights.