Why Grounded Theory Can Be a Game-Changer for Marketers ?

Interviews are full of rich insights—but turning those words into action isn’t easy. That’s where grounded theory comes in.

Grounded Theory was developed by Barney G. Glaser and Anselm L. Strauss in 1967. They introduced it in their influential book "The Discovery of Grounded Theory." Built for qualitative analysis, grounded theory helps marketers understand real customer behavior by breaking interviews into themes and patterns—without starting from assumptions. If you’re an SME, startup, or just beginning in marketing, this guide will help you decode interviews in 3 simple steps:

• Open Coding

• Axial Coding

• Selective Coding

What Is Grounded Theory?

Grounded theory is a method that lets insights emerge directly from data. No guesswork—just structured listening.

Key steps include:

• Open coding: label what you see

• Axial coding: connect those labels

• Selective coding: tie everything together into a core message

Perfect for marketers looking to deeply understand their audience.

✅ Step 1: Open Coding

Open coding is the initial phase where you break down the data into discrete parts to identify key concepts.

Process

1. Line-by-Line Analysis: Examine each line of the transcript to identify significant phrases or sentences.

2. Assign Codes: Label these phrases with codes that capture their essence.

3. Develop Categories: Group similar codes into broader categories.

Example

If a participant says, "I find it hard to trust online ads," you might code this as "advertising skepticism."

Tips

• Stay close to the data; use participants' own words when possible.

• Be open to new themes emerging.

• Avoid forcing data into preconceived categories.

  
  

✅ Step 2: Axial Coding

Axial coding involves relating codes to each other to identify patterns and relationships.

Process

1. Identify Relationships: Examine how different codes relate (e.g., cause and effect, context).

2. Develop Subcategories: Break down categories into subcategories for more nuanced understanding.

3. Create a Coding Paradigm: Develop a framework that connects categories and subcategories.

Example

Continuing from the previous example, "advertising skepticism" might relate to "past negative experiences" or "lack of brand transparency."

Tips

• Use visual aids like diagrams to map relationships.

• Constantly compare data to refine categories.

• Seek out exceptions to the patterns you identify.

✅ Step 3: Selective Coding

Selective coding is the final phase, where you integrate and refine categories to form a coherent theory.

Process

1. Identify Core Category: Determine the central phenomenon that connects all categories.

2. Integrate Categories: Relate all categories to the core category.

3. Refine Theory: Ensure the theory is grounded in the data and accounts for variations.

Example

The core category might be "trust in digital marketing," with related categories like "advertising skepticism," "brand transparency," and "customer reviews."

Tips

• Validate your theory with additional data if necessary.

• Ensure the theory provides practical insights for marketing strategies.

• Be prepared to revise the theory as new data emerges.

Applying Grounded Theory in Digital Marketing

Grounded theory can be a powerful tool for digital marketers:

• Customer Journey Mapping: Understand the steps customers take from awareness to purchase.

• Content Strategy: Identify topics and themes that resonate with your audience.

• Product Development: Gain insights into customer needs and pain points.

• Brand Positioning: Understand perceptions and attitudes towards your brand.

By grounding your strategies in real customer data, you can create more effective and targeted marketing campaigns.

Tools and Software for Coding

Several tools can assist in the coding process:

• MAXQDA: Offers features for coding, memoing, and visualizing data.

• NVivo: Provides robust qualitative data analysis capabilities.

• ATLAS.ti: Facilitates coding and theory development with a user-friendly interface.

These tools can streamline the analysis process, especially for large datasets.

Common Challenges and Solutions

Challenge: Overwhelming amount of data.

Solution: Use software tools to organize and manage data efficiently.

Challenge: Difficulty in identifying core categories.

Solution: Engage in constant comparison and seek feedback from peers.

Challenge: Bias in coding.

Solution: Maintain reflexivity and document your thought process through memos.

Final Thoughts: Turn Conversations Into Strategy

Grounded theory isn’t just a research method—it’s a marketing superpower. It helps you get closer to your audience by listening with structure.

Whether you’re launching a new product or improving your message, these 3 steps turn feedback into focus—and ideas into impact.