Grounded theory — the research path to Inter Business
We are forging a new understanding of business — a holistic perspective that acknowledges the interconnectedness and complexity of sustainability, and drives action. But in a world of constant and dramatic change, the methods that we use to explore solutions must be sensitive and open for iterative processes. Grounded theory provides research principles that also hold up on a rocky road.
The main point of grounded theory (and also it’s advantage compared to other qualitative research methods) is that it doesn’t require a predetermined theory to support the work. Grounded theory can be used to confirm already existing theories, but focuses on creating theories from the data, letting the data lead the way — not the other way around.
Research the unexplored
Grounded theory is commonly used to research unexplored areas, where there’s a lack of defined variables or concepts. Grounded theory aims to provide an explanation for the solution of the problem. This leaves it up to the researcher to define, distinguish and build theories from the data. Grounded theory is a comparative method where but both quantitative and qualitative data can be used to understand the chosen problem of interest.
One famous grounded theory researcher is Brené Brown, who focuses her research on shame and empathy. She refers to herself as being both researcher and storyteller, since most of her work revolves around collecting and telling stories through grounded theory.
“Maybe stories are just data with a soul” says Brené Brown, grounded theory researcher and storyteller.
Theory generating
Grounded theory differs from other qualitative methods by not only being descriptive and aiming to understand, but also being theory generating. This might sound confusing, but grounded theory is therefore both method and theory.
It can be compared to a jigsaw puzzle, or maybe even more accurate, a three-dimensional model-building. Grounded theory is a way of arranging reality to understand the world.
Even though grounded theory is a flexible method not constraint by preset theories, it still includes particular approaches and with some fundamental principles 1.
Five principles of grounded theory
The first step is of course to determine the topic or issue of interest. In our case, our area of interest is how we can create holistic value for both business and humanity, where businesses can act as change agents towards a truly sustainable world — that is Inter Business.
1. Constant comparative analysis
The first fundamental principle of grounded theory is the principle of constant comparative analysis. This is the process that ensures that the researcher doesn’t settle with only placing up data into categories, but instead breaks them down into smaller units of meaning.
We believe that comparing is crucial to be able to iterate and evolve when new data and results are available. This keeps the Inter Business framework from not being constant, where we leave it open for reshaping when needed, and stay alert to new emergent concepts and perspectives. This means that the concepts and perspectives we use are constantly being explored and revised depending on new findings.
2. Theoretical coding
The second fundamental principal is theoretical coding. The coding process identifies categories and how they can be linked to each other. The coding process generates descriptive ideas on how data can be arranged. Compared to the process of constant comparative analysis, the coding process is more abstract and on a theoretical level.
We use coding to discover patterns and explore what the data is saying about our area of interest. The coding process is the basis that we use for the conceptualising and building upon our key-components of the Inter Business framework.
3. Theoretical sampling
The third fundamental principle is the process of theoretical sampling. This means to go back, collect further data, refine and iterate the theories and concepts that emerged from the earlier stages of the data collection. This is also a big part of our work in staying flexible and critical by always going back and revising our findings. This work has so far led us to rethink the category of “resilience” and reframed it as “transformation”.
4. Theoretical saturation
The fourth principle is the principle of theoretical saturation, meaning that the researcher have exhausted the data, where no new concepts or perspective emerges. We believe this is to be viewed as an aim rather than something that actually can be achieved. As conditions are changing, new perspectives and approaches will continue to emerge. But the saturation process assures that the concepts in the framework that are used now, are the best at this time.
5. Theoretical sensitivity
The fifth and final principle is theoretical sensitivity, which entails interacting with the data and exploring opposing theories and concepts and other possible explanations.
This process evaluates how the empirical finding actually fits with the data and emerging theory, and moves the researcher to a truly analytical level. We believe that this process fine-tunes the results by testing if we actually can see evidence for our findings.
Research for a changing world
With this said, grounded theory can be summarized in the words of Willig and Stainton-Rogers 2:
“We gather data, compare them, remain open to all possible theoretical understandings of the data, and develop tentative interpretations about these data through our codes and nascent categories. Then we go back to the field and gather more data to check and refine our categories.”
In a world of dramatic and constant change, this is a sound method that we can use to explore in a way that is sensitive and open for iterative processes. When something no longer fits, or simply just not working — we need to allow for change, and Inter Business is our way of providing a holistic perspective that acknowledges the interconnectedness and complexity of sustainability, and drives action.
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