Advancing the Value of Ethnography

Doing Analysis with Grounded Theory: A Data-Driven Approach for Qualitative Research




Session Slides

Sample Transcripts 1 & 2

Codebook Template

Recommended Reading:

“The Power and Potential of Grounded Theory,” Kathy Charmaz, Medical Sociology Online 6(3), October 2012.

“A Personal Journey with Grounded Theory Methodology,” Kathy Charmaz in conversation with Reiner Keller, Forum: Qualitative Social Research 17(1), January 2016.

Also recommended: Constructing Grounded Theory: A Practical Guide through Qualitative Analysis, 2d ed, by Kathy Charmaz. Sage Publications: 2014.


50 users. 75 hours of recorded interviews. 1250 pages of transcripts. Sometimes a post note analysis just doesn’t cut it.

When shifting through tons of complex data, grounded theory methods can be a helpful tool to systematically organize and make sense of it. Rachel will introduce you to a powerful analytical method for documenting research decisions in a way that is transparent, reflexive, and rigorous. She will walk you through:

  • Reading transcripts for contextual themes
  • Developing a “codebook” or a set of thematic areas to systematically “code” or tag across all transcripts
  • Reviewing research data and coding chunks of data to be pulled out for insights
  • Identifying recurring patterns across the data and developing data-driven opportunities

Rachel shares her experiences using Grounded Theory with clients, design teams, and students as an inclusive, co-creative analytical method.


Rachel Carmen Ceasar, PhD, is a health and tech anthropologist and the founder of Culture of Health+Tech Consulting, a woman-owned research and design firm in Los Angeles specializing in culturally responsive approaches to health and tech issues. She is also a National Institute of Health – National Institute of Drug Abuse researcher at USC where she is examining the impact of cannabis on opioids use.


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