Grounded Theory: Base Findings on Research, Not Preconceptions
William Hudson
Preconceptions and biases are like a faulty compass. Whether they creep in through researchers, project teams, or your organization, they throw your user research off course. Enter grounded theory: a proven social research method that keeps your compass pointing true north. With grounded theory, you’ll build solutions that address real problems for your users—not those you’ve imagined.
Grounded theory is a qualitative research methodology we use to develop a theory that is "grounded" in the...