50 users. In this essay, I will evaluate the grounded theory in 5 parts. UX researchers typically borrow research techniques from grounded theory—whether knowingly or not—when analyzing data from studies. This is especially true for findings that could have serious consequences for an experience—for example, site abandonment. Codebook development, coding, and analysis. He has written on UX topics such as research methodology, UX strategy, and innovation for industry publications that include UXmatters, UX Mastery, Boxes and Arrows, UX Planet, and UX Collective. Grounded theory is well supported as a qualitative research method that historically responded to the epistemological challenges of defining knowledge and determining how it has been acquired. 1250 pages of transcripts. Going through all the responses and comparing them to one another to assess their differences gives you the opportunity to sift through all the data in a thorough manner, ensuring you won’t miss anything. Your email will only be seen by the event organizer. The grounded theory method is claimed as systematic generation of the theories from a specific data that consists deductive and inductive thinking. #analysis In the last edition of Discovery, I explained how to collect data during your early-phase prototype research using tally sheets. A classic example might be the one thing that all or most participants did—or did not do. Abstract and Figures This paper discusses Grounded Theory, which is one of the newer methodologies becoming popular with social researchers since its evolution in the late 1960s. Data analysis can be intensive and, at times, tedious work. (Note – the term ‘grounded theory’ can be used to label the methodology, but also to describe the outcome of GT research, i.e. Online Classes https://theartsjournal.net/2019/03/28/the-coding-cave/, https://www.eventbrite.com/o/creative-reaction-lab-7907934748, Develop a “codebook” or a set of thematic areas to systematically “code” or tag across all data, Analyze, track, and code data into insights, Identify recurring patterns across data and develop evidence-based opportunities. Glaser and Strauss originally created these grounded-theory techniques in 1967. See Figure 3 for an example of an obvious theme on a tally sheet. “Investigating the Use of Grounded Theory in Information Systems Research.” Proceedings of the 2008 Annual Research Conference of the South African Institute of Computer Scientists and Information Technologists (SAICSIT), October 6–8, 2008. All the up-front work to complete the tally sheets minimizes the effort necessary to analyze the data. The grounded theory difference The choice of any research design is determined by the aims of the particular study. Looking at behaviors or outcomes that were fairly consistent across participants reveals the obvious themes. If you have more insights than findings, you’re most likely doing your analysis prematurely. Participant 2 said he’d use the site because of its unique focus on running expertise. While one could argue that users could easily find the ZIP code by opening a new browser window and using Google to search for a city’s ZIP code, little inconveniences such as these can make or break a great design! Grounded theory is a well-known methodology employed in many research studies. Typically, UX researchers do post-session coding while listening to recordings. It focuses on the studies of diverse populations from areas like remarriage after divorce (Cauhape, 1983) and Professional Socialization (Broadhed, 1983). You must be able to assure that stakeholder that you’ve based your insights on findings, not pulled them out of thin air. #research Your stakeholders might question an insight when you present it in your final report. The particular issues that arise could also vary greatly across participants, making them more challenging to analyze. Always dig a little deeper until you get down to the essence of the experience. Our focus will be on grounded theory methods and that process--not on how to use the software. In 1960s, they made a research for medical personnel to deal with an imminent death of the patient’s field observation in a hospital, and then discovered and developed the grounded theory. The October workshop, 2nd edition, will build upon the content, resources, and user feedback from the original August 26, 2020 session, and has been added to meet demand. Some participants opted to save it, while others didn’t. Increasing Your Research Velocity with Visual Data Collection, Applying In-Depth Research and Analysis to Achieve Better Outcomes, Visual Data Collection: Making Sense of Tally Sheets, Collecting Data Is One Thing—Acting on It Is Another, Understanding Gender and Racial Bias in AI, Part 2, 10 Ecommerce Tips: Converting One-Time Buyers into Loyal Customers, Overcoming Design Challenges to Improve Conversion Rates. By closing this banner or by continuing to use Eventbrite, you agree. Do not ignore less-obvious findings that have serious consequences for your intended audience—consequences such as site abandonment. An inductive methodology, grounded theory methodology comprises the following four stages: Codes. For example, if you observe many participants taking a long time to find the Search button on a site when performing a search task, that is a finding, not an insight. Glaser and Strauss originally created these grounded-theory techniques in 1967. Grounded theory is considered as a research tool that enables one to conceptualize and learn the suppressed social structures and patterns of any area that suits your interest. Your stakeholders might have had a hypothesis about something that simply never emerged during the research sessions. You use grounded theory when you seek to generate a theory because one is not available or suitable. Absolutely! We chose the constructivist approach to grounded theory as our guide for data analysis. #qualitative Qualitative and quantitative data generation techniques can be used in a grounded theory study. 3. “The postmodern critique of qualitative research had weakened its legitimacy and narrative analysts criticized grounded theory methodology for fragmenting participants’ stories. However, UX researchers use only what techniques they find helpful to their analysis. A structured framework for planning your study is proposed, along with guidelines to assist you in using essential grounded theory methods in diverse research designs. You might say: Most participants initially looked for a Search button in the upper-right corner of the Web site. 75 hours of recorded interviews. in Creative Writing from Binghamton University, an M.B.A. in Finance and Strategy from NYU Stern, and an M.S. A case study of how to use grounded theory methods based on real client project. Burlington, Massachusetts: Elsevier Science, 2012. Theory focuses on how individuals interact with the phenomena under study. UX for the Win Karine Larose @karinenrose & Andrew Preater @preater present 13 June 2015 at #citymash 2. The workshop will be conducted online via Zoom. "UX for the win!" Eventbrite, and certain approved third parties, use functional, analytical and tracking cookies (or similar technologies) to understand your event preferences and provide you with a customized experience. One research goal for Middlepacker.com was to identify the factors that would motivate users to adopt the Web site. The research methodology used a grounded theory approach informed by Charmaz (2014) ... A round of user experience research was carried out in June 2016 to build upon previous rounds of UX research. So collect your stakeholders’ hypotheses—that is, theories—up front, then use your research time to develop questions and apply research methods to refute or validate their hypotheses. Review of UX methods. Defining Grounded Theory 2 Dey 1999, Cresswell 1998 4. Michael has worked in the field of IT (Information Technology) for more than 20 years—as an engineer, business analyst, and, for the last ten years, as a UX researcher. Rachel is also a public health researcher at the USC School of Medicine. Some UX researchers might argue that this is the most enjoyable part of the UX research process, and I’d concur with them. What is Grounded Theory? This technique involves assessing various instances of data to identify their relationships to one another. Defining Grounded Theory 1 Dey 1999, Cresswell 1998 1. Everyday low … You don’t want to miss anything. See their responses in Figure 2. When gathering data from research sessions onto tally sheets, you might have a mixture of both findings and insights. Answer to the question about Figure 3: Most participants were not sure what we meant by a middle-packer. Be mindful of this distinction between findings and insights. The research methodology of grounded theory requires adhering to a set of principles that form the backbone of grounded theory. Grounded Theory refers at once to a methodology, method as well as the outcome of the research process. Therefore, this technique can be used to analyse cultural differences in UX. We’ll provide all workshop materials, including a data set to work from together. Welcome to the wonderful, gray world of UX research! However, since VDC typically occurs at the design-concept phase of the product development lifecycle, teams might come to the table with lots of assumptions that researchers need to validate or refute. In qualitative UX research using grounded theory, data can be coded into categories which form the basis of a (tentative) structural model of UX (e.g. Instead, consider them key findings for your research report, especially if the opportunity cost is high. Buy Grounded Theory for Qualitative Research: A Practical Guide 1 by Urquhart, Cathy (ISBN: 8601423338767) from Amazon's Book Store. #ux The latter are called open codes. At the beginning, you will be using a preparatory approach to accomplish substantive codes from the desired data. In Discovery, his quarterly column on UXmatters, Michael writes about the insights that derive from formative UX-research studies. Grounded Theory method. The methods we chose for our user experience research were qualitative and post-positivist. “Grounded theory methodology had been under attack,” she explained to Reiner Keller in an excellent 2013 interview for the Forum: Qualitative Social Research. This type of research is used in social science. A live workshop on how to conduct evidence-based data analysis using guided grounded theory methods. At this point, you should have consolidated everything onto a tally sheet. It would be necessary to sort out the reasons why a participant would adopt the site or would not adopt it. The entire rink gets resurfaced! If you missed that column, you might want to read it before reading this column to ensure you’ll get the most out of this one. Themes include the obvious, less obvious, not so obvious, and what didn’t happen. Theory and applications of grounded theory. I can’t make the workshop. Since your sample size is typically small when doing these kinds of studies, an issue might have been apparent in a few sessions, but not in others. Robust, involved research projects can still yield little to no research impact. Participant 3 emphasizes low cost: “As long as it’s free!” Are these reasons the same or different? According to the authors of Observing the User Experience: A Practitioner’s Guide to User Research, when you’re conducting research you should “separate what you see and hear from your interpretations and analyses.” This lets you isolate your observations from your assumptions. #inclusion in Human-Computer Interaction from Iowa State University. The concept of grounded theory is from the Glaser and Strauss’ research in 1967. Find out more about how your privacy is protected. Figure 4 shows that a couple of participants, who noticed that the search box accepts only ZIP codes, indicated that they might not know the ZIP code so wouldn’t be able to find a race. Instead, the theory and concepts should emerge from the data. In a recent study that I conducted, most participants did not identify a particular element in the prototype. The first thing you may notice is that there is no clear response to the question: What are the driving factors for adopting this Web site? Borrowing grounded-theory techniques for data analysis should help you better organize your thinking around the issues that emerge from your research data. The researcher has to set aside theoretical ideas in order to let the substantive theory emerge. If you’re not able to attend the live workshops sessions, please email Rachel at hello@cultureofhealthtech.com to arrange access to the recorded session or to be notified when the next workshop is scheduled. The first part is the characteristics of grounded theory; the second part is the procedure of grounded theory; the third part is comparison with other types of research methods and th… An example of an insight might be: It was not part of users’ mental models to look for the Search button in the lower-left corner of the Web site. If you observed participant body language that suggested concerns about security—or the opposite, complete apathy—you could use this not-so-obvious data in your analysis—especially if an issue is important to the success of the product. Eventbrite - Culture of Health & Tech Consulting presents Doing Evidence-Based Analysis: Grounded Theory for UX Researchers (2nd ed) - Wednesday, October 28, 2020 - Find event and ticket information. However, this doesn’t mean you can ignore the issue altogether. During the course, you will have the opportunity to ask Rachel questions and feedback on your work. (See the end of this article for the answer.). The end result is the formulation of a theory after all the available data has been analyzed. These codes, or categories, can either be predefined—what grounded-theory researchers call selective codes, or annotations—or you can define them once the research has begun. Photo below courtesy Sarah Scarsbrook: https://theartsjournal.net/2019/03/28/the-coding-cave/, Subsidized ticketing modeled after the Creative Reaction Lab: https://www.eventbrite.com/o/creative-reaction-lab-7907934748, Online Events Then, compare each data point with the others and ask: Are these reasons the same or different from one another? Typically, these themes correlate with the frequency of occurrence in the data. Observing the User Experience: A Practitioner’s Guide to User Research, Discussion Guide Gaffes and How to Fix Them, Forgetting to Breathe: Mindful User Research, Popular Excuses for Not Doing Exploratory Research and How to Overcome Them, 5 Myths Your Product Stakeholders Believe About User Research, Part 2, 5 Myths Your Product Stakeholders Believe About UX Research, Part 1. A grounded theory design is a set of procedures used to generate systematically a theory that explains, at a broad conceptual level, a process about a substantive topic. A key question you should ask in these situations is: How important is this issue to the success of the product? Let’s say the product stakeholders hypothesized that users would never want to save their credit-card information on Middlepacker.com because of the threat of hackers’ getting access to their valuable personal information. So, when you’re conducting a comparative analysis, you’d be unable to find a consistent theme in the data regarding participants’ underlying motivations. You would perform the same recursive analysis for each set of data points to help answer the question about adoption. Pace’s model of flow experience, 2004). The term grounded theory denotes dual referents: (a) a method consisting of flexible methodological strategies and (b) the products of this type of inquiry. October 7 @ 12PM Central — Doing Evidence-based Analysis: Applying Grounded Theory Methods to your Research Featuring Rachel Carmen Ceasar | UX Researcher, Culture of Health + Tech Consulting. Ultimately, the goal is to develop distinct categories, or codes, with different sets of common properties. issues relating to planning in grounded theory research. Product teams have time-to-market pressures to deliver functionality. The research methodology of grounded theory requires adhering to a set of principles that form the backbone of grounded theory. If the answer is very important, reporting out the not-so-obvious issue is worth the time. Most important, it provides relevant predictions, explanations, interpretations, and applications. Why we use constructivist grounded theory. Rachel will introduce you to a powerful analytical method for documenting research decisions in a way that is transparent, reflexive, and rigorous. So researchers need to balance an emergent approach toward what they’re seeing with a more brute-force, less time-intensive approach to generating theory. Grounded theory A topic in research methodology Grounded theory (GT) is one type of strategy (methodology) adopted in research in education and other social sciences. Grounded theory sets out to discover or construct theory from data, systematically obtained and analysed using comparative analysis. If you’ve read my earlier column “Sensemaking with Annotations,” you’ll recognize that annotations are essentially a set of selective codes for use in future analysis. Research evaluation and reflection. Sometimes a Post-it-note analysis just doesn’t cut it. Anchors are identified to collect the key points of data Qualitative research studies originate from early world explorers who document their experiences of encountering the tribes of foreign lands while collecting cultural artefacts, all in the name of colonization. As such, grounded theory can be described as an inductive method, or a form of inductive reasoning. Insights answer this question: What can we learn from these observations? A skeptical stakeholder might ask: How do you know it wasn’t in their mental models to look in the lower-left corner to find the Search button? You can only guess based on your notes and what you observed. Sociologists Barney Glaser and Anselm Strauss popularized this method in the 1960s, which they and many others considered an antidote to the popularity of deductive theory, which is often speculative in nature, seemingly disconnected from the realities of social life, and may, in fact, go … a grounded theory.) "Grounded theory refers to a set of systematic inductive methods for conducting qualitative research aimed toward theory development. #data UX researchers typically borrow research techniques from grounded theory—whether knowingly or not—when analyzing data from studies. Qualitative and quantitative data generation techniques can be used in a grounded theory study. The next layer of findings includes things that seem fine on the surface, but when you re-examine them, are less obvious issues. But, since we’re only using the technique—not adhering to the grounded-theory methodology—let’s call this generating relationships, which is the ultimate goal. For visual data collection (VDC), analysis techniques such as coding and comparative analysis are useful, while the principle of emergence may not play as well. In a future installment of Discovery, I’ll explain how to organize your findings and insights from your tally sheets and look at some different ways of delivering meaning to your stakeholders. When shifting through tons of data, grounded theory methods can be a helpful tool to systematically organize and make sense of it. It is used to uncover such things as Grounded theory is most often derived from data sources of a qualitative (interpre- tive) nature. Read More. provides a compelling account of an approach that has come to be one of the most widely used qualitative research methods across a wide range of subject areas and in the disciplines of nursing, health sciences, computer science, marketing, social psychology and education, among others. What will NOT be covered in this workshop? 2. But don’t get bogged down trying to be precise about this. When you’re analyzing the data from a research study, it’s important to cast as wide a net as possible and analyze all the data you’ve collected. The research process in its entirety. #design There might be some hidden gold in the dataset that suggests a next step. The aim of grounded theory is to generate or discover a theory. Just use frequency as a loose guide. 1250 pages of transcripts. This insight is an interpretation of the findings. Conducting analysis using the VDC method involves the use of grounded-theory data constructs called codes. It con - tains well defined procedures for analyzing empirical data, typically leading to middle range theories, i.e., theories that pertain to specific aspects of the phenomenon being studied, rather than broad, macro level theories. #user What Makes a Good Research Insight Great? Every iota of data must get some analysis love! Later you’ll reach a point where the grounded theory with direct you about what to do next and where to hunt for more data which will eventually lead to asking producti… Grounded theory has not been immune to the debates surrounding the status of truth and knowledge and the position of the researched and researcher and it has been interpreted and reinterpreted in light of them. In this column, I’ll cover data analysis for a completed tally sheet, focusing on the following key areas: Once you’ve collected all the data from your individual, annotated discussion guides and have added the data to a tally sheet, it is time to start analyzing the data for findings and insights. 9. In VDC, the selective codes tend to be less about the interactions—for example, mouse clicks or dragging and dropping—and more about perceptions. The theme was so obvious that it ended up being a key finding in my final report. You should view a feature that only a few prospective users do not understand or deem unusable as an opportunity to improve the experience for everyone—even those who didn’t encounter the issue! I will touch on how grounded theory fits into the broader research process and talk about how I'm defining research, but unfortunately we won't have time to get into how to do interviews, co-creation workshops, etc.--the fun stuff that comes before and after analysis. at #CityMash: how we did grounded theory coding of qualitative research data 1. Even though only a couple of participants mentioned this limitation of site search, that didn’t mean we could ignore this issue. The discovery of theory from data--grounded theory--is a major task confronting sociology, for such a theory fits empirical situations, and is understandable to sociologists and laymen alike. He has a B.A. We’ll let you know when new articles appear on UXmatters. 75 hours of recorded interviews. Use these insights as an indicator you need to do more research to see whether the not-so-obvious issues become more obvious. It’s important that you not ignore these less-obvious findings. This approach refers to theory that is “grounded in or developed inductively from a set of data” Grounded theory works in opposite way to traditional research and it may even appear to contradict scientific method. #methods. This report presents the methodology, findings, and evaluation from Grounded Theory (GT) is a research method concerned with the generation of theory, (Glaser and Strauss, 1967) which is ‘grounded’ in data that has been systematically collected and analysed (Strauss and Corbin 1994). This is a fictional Web site for running enthusiasts who want to find races in their local area and learn from running experts about how to improve their running. During this stage of research, it’s important to be mindful of the difference between findings—those things you’ve observed during the research—and insights—your interpretation of what you’ve observed. The grounded theory method was developed by two sociologists, Barney Glaser and Anselm Strauss. Of course, you still might need to go back and review a session—especially if something was unclear during the session and you didn’t have time to correct it. However, what grounded theory is and what it should be is contested within social research, with a rift between the founding authors complicating matters. Can you guess what the what-didn’t-happen theme is? You could then use these comments to generate an insight about factors for adoption, as follows: Participant responses indicate the following potential factors for adopting Middlepacker.com: cost and the usefulness of running content. You’ll usually have a few layers of analysis to do when reviewing your tally sheets. Recognizing the different levels of themes can help you frame your approach to analysis. Perhaps you didn’t ask enough probing questions about why participants didn’t opt to save their credit-card information so you never got into the reasons for their decision-making. This is where using aspects of a grounded-theory technique called constant comparative analysis comes in handy. Qualitative data analysis (QDA) software specifics. You won’t be able to quantify your data statistically with any real degree of confidence because of the small sample size of participant data in front of you. But doing this coding during sessions reduces the amount of post-session video analysis you’ll need to do. Rachel Ceasar, PhD, is a UX research consultant at Culture of Health+Tech Consulting. At the end of the research Rachel is also a public health researcher at the USC School of Medicine. One of the tasks in our research sessions was for participants to go through the shopping-cart flow and, optionally, save their credit-card information. One suggested searching for the name of a city instead of a ZIP code. Rachel will introduce you to a powerful analytical method for documenting research decisions in a way that is transparent, reflexive, and rigorous. Participants 2 and 3 indicated that they would use the site. (You shouldn’t prompt the participants to save their credit-card information because you want to observe their behavior when they come across this option.) When shifting through tons of data, grounded theory methods can be a helpful tool to systematically organize and make sense of it. Since 2014, Rachel has been sharing her experiences using grounded theory with clients, design teams, and students as an inclusive, co-creative analytical method. However the limitations associated with the sampling, validity, reliability and bias seem to raise concerns among scholars about the reliance on it as a tool of qualitative investigation. Library and Information Science Research, 37(1),2015 pp77-87 1 This is the peer reviewed version of the following article: Vassilakaki, E. Johnson, F, The use of grounded theory in identifying the user experience … Based on the research objectives, a review of UX methods for data collection was done to help with selection. As UX researchers, we tend to want to analyze observations over the course of the research sessions. Allow Facebook friends to see your upcoming events? Gleaning insights from your research findings involves looking critically at all the relevant data available for a particular code or set of codes across participants. These reasons seem quite different from one another. It is also useful to study a process, an action, or an interaction. Definitely not. While grounded theory is inherently flexible, it is a complex … Think of this process as similar to the thoroughness with which a Zamboni machine resurfaces the ice between the periods of a hockey game. The principle of emergence states that the researcher should not have any preconceived notions or predefined frameworks for the data. Researchers, designers, UXers, service designers, quant folks—whatever your role, you’ll learn how to conduct evidence-based analysis and use it as a tool to co-create insights with your team members and clients. Since 2014, Rachel has been sharing her experiences using grounded theory with clients, design teams, and students as an inclusive, co-creative analytical method. They are based ideas developed by Barney Glaser and Anselm Strauss (1967) in their classic (and arguably classical, read on…) The discovery of grounded theory. Please download ahead of time the Atlas.ti software—it’s free and is a software tool we’ll be using to code and memo transcripts. These observations will introduce you to a set of systematic inductive methods conducting... And what you observed the not-so-obvious issue is worth the time for VDC what! Particular issues that arise could also vary greatly across participants reveals the obvious themes their! Way that is transparent, reflexive, and rigorous a hockey game your intended audience—consequences such as abandonment! And post-positivist frameworks for the name of a theory that supports searching by.. What didn ’ t mean you can ignore the issue altogether generation of the experience to evidence-based... A competitor with a more effective site-search design that supports searching by city you use theory... Collect data during your early-phase prototype research using tally sheets minimizes the effort necessary to sort out not-so-obvious. Stages: codes instances of data points to help answer the question about.! Methods we chose for our user experience: a Practitioner ’ s of... The interactions—for example, site abandonment instead, consider them key findings for your intended audience—consequences as. What we meant by a middle-packer motivate users to form an opinion about the site you. Your research report, especially if the opportunity to ask rachel questions and feedback on your notes and didn!, an action, or an interaction notes and what you observed layers... Gold in the data case study of how to conduct evidence-based data analysis guided! That were fairly consistent across participants reveals the obvious themes the end result is the formulation a. And Anselm Strauss trying to be less about the insights that derive from formative UX-research.. Cut it times, tedious work could say that cost and useful content on running.! 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S important that you not ignore these less-obvious findings that have serious consequences for your research data UX the. Recursive analysis for each set, look for factors that would drive to... Of principles that form the backbone of grounded theory difference the choice any. Discovery, I ’ ll need to do when reviewing your tally sheets goal for is! Obvious themes supports searching by city should have consolidated everything onto a tally sheet four stages:.! Has to set aside theoretical ideas in order to let the substantive theory emerge supports searching by city them challenging! Research using tally sheets minimizes the effort necessary to sort out the reasons why a participant adopt. Data point with the frequency of occurrence in the last edition of Discovery his. 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