Qualitative and Grounded Theory Research Consultancy
Helen Scott

Understanding what people do, why they do it, and how positive change can be encouraged is central to improving organisational effectiveness. Grounded theory provides a systematic and evidence-based approach for exploring these human processes.

Dr Helen Scott offers qualitative research and evaluation consultancy that applies grounded theory methodology to real-world contexts. She works with organisations across sectors — including health, education, business, public policy, and social care — to uncover behavioural insights that inform strategy, programme design, and policy development.

Through rigorous analysis of qualitative data, Helen helps clients move beyond surface findings to understand the underlying mechanisms driving outcomes. The result is actionable, theory-based insight that can strengthen decision-making to improve services, programmes, and interventions.

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What Grounded Theory Can Do for You

Grounded theory helps you uncover the patterns, structural conditions and contexts that explain what people do and why.
It reveals a shared and important concern of a population and how that concern is resolved or continuously processed.

Whether you want to understand employees, clients, customers, patients, or service users, grounded theory enables you to see:

• what causes their pain (and how they cope),
• what gives them delight (and how they sustain it), and
• what can be changed to work towards improving their experience.

Grounded theory provides a systematic and rigorous method for understanding human behaviour — giving you practical insight into what matters most to the people who matter to you.

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Why Use Grounded Theory

The benefit to you is knowing what needs to change to make a real difference.

Grounded theory can be applied wherever human behaviour needs to be understood — across organisations, services, programmes, and policies.

Dr Helen Scott has supported grounded theory studies in:

• Health care and education
• Business and management
• Technology and media
• Psychology and social care
• International relations and policy
• Construction and engineering and more.

Grounded theory works equally well for smaller, local studies and large, international projects.
Smaller-scale studies generate deep, specific insights; larger ones identify broad interconnections between structural, social, and social-psychological processes.

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Grounded Theory Is Different

Grounded theory can use qualitative data from diverse sources — interviews, biographies, films, radio, newspapers, journals, blogs, surveys, and more. Even the results of quantitative analysis can become data.

It is exploratory: researchers do not begin with hypotheses but allow significant ideas to emerge from participants’ own perspectives.

Initially, it is inductive — data are collected and analysed simultaneously until a theory begins to take shape.
As theory emerges, the process becomes deductive — subsequent data collection focuses on refining and integrating the developing theory.

The result is a theory that not only explains what is happening but also provides practical applications. Unlike many qualitative methods that offer rich descriptions, grounded theories explain processes and situations — enabling informed action.

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Applying Grounded Theory

Grounded theories can be applied both within and beyond their original area of study (Glaser, 2014).
They can:

• Inform policy, such as understanding tax compliance behaviour;
• Ground programme or service design, such as improving online course persistence;
• Guide evaluation, showing how and why interventions succeed or fail; and
• Generate conceptual frameworks that can be carefully applied to other settings.

Grounded theory bridges academic research and practical problem-solving, turning qualitative findings into usable, evidence-based insights.

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Examples of Grounded Theories

Shapeshifting Performance – Brian Stevens

Project managers deliver results on time and within budget by “shapeshifting” — mastering change as it happens. The theory distinguishes between “master experts,” who process change intuitively, and “novice experts,” who develop this ability through experience.
→ A theory of control and professional development for managing projects under pressure.

Opportunising – Olavur Christiansen

Business leaders sustain their organisations by continuously “opportunising” — creating occasions to pursue competitive advantage.
→ A theory explaining strategic adaptation in business.

Reshaping the Big Agenda – Yulia Privalova Krieger

In transnational politics, agencies and governments engage in “reshaping the big agenda” to manage resistance to reform.
→ A theory revealing how actors strategise to influence social policy change.

Rehumanising Knowledge Work – Judith A. Holton

Knowledge workers respond to the dehumanising effects of change by forming fluctuating support networks that restore authenticity and meaning in work.
→ A theory offering practical guidance for revitalising organisations through human connection.

Temporal Integration – Helen M. P. Scott

Online learners struggle to integrate study time into structured lives. Different learner types — “Jugglers,” “Strugglers,” “Fade-aways,” and “Leavers” — experience varying degrees of “time tension.”
→ A theory that helps course designers improve retention and learners manage study more effectively.
Read the full study

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Using Grounded Theory for Evaluation

A New Frontier for Grounded Theory

In June 2017, I discussed with Dr Barney G. Glaser, the originator of grounded theory, my desire to apply the method beyond academia — in commercial research and evaluation.

He asked if I was sure. I said “yes,” and told him about the useful work already being done. His advice was simple:

“Memo about what you’re doing. Grounded theory was developed for academia — but try it.”

So I did — and continue to do so.

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Why Try It

Evaluation and grounded theory share the same aim: to understand what works, why, and how.

As evaluation practice evolves, commissioners are seeking innovative, systematic, and human-centred methods.
Grounded theory provides:

• Rigour – through systematic data collection and analysis
• Depth – by explaining the processes behind outcomes
• Practical insight – identifying what to change to improve impact

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Where It Works Best

Grounded theory strengthens evaluation when you need to understand human responses and behaviours. It can be used to explore:

• How people experience your service, project, or policy
• How participants respond or adapt over time
• What changes follow an intervention — and why they happen

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Questions It Can Help You Answer

Grounded theory-based evaluation can help you explore:

• Are we meeting the needs of our users, patients, or clients?
• How are people responding to our programme or service?
• What happens to participants after engagement?
• Are behaviours or attitudes changing — and how?

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A Case in Point: Grounding Anger Management

Dr Odis E. Simmons conducted a grounded theory study of an anger management programme in the USA. Participants revealed that their anger stemmed from a perceived lack of respect and fairness in everyday life.

Recognising this, Simmons redesigned the programme to directly address participants’ core concerns.
The result? A revised anger management programme that has remained in use for over 25 years — a testament to the enduring value of grounded-theory-based evaluation.
(Simmons, 2017)

Let’s Explore How Grounded Theory Can Work for You

Dr Helen Scott offers consultancy, collaboration, and training in qualitative and mixed-method research using grounded theory methodology.

She can work with you as a:

• Research consultant
• Qualitative analyst
• Team collaborator
• Sole researcher

📩 Contact Helen: helen.scott@grounded-solutions.com
Helen is delighted to discuss how grounded theory can inform your next research, evaluation, or policy project.