The Data and Measurement Issue - 27

PERFORMANCE MATTERS / PG 27
Qualitative research is a lens through
which researchers can empathetically
engage with the human experience. When
studying organizational culture, empathy
is paramount. It's especially evident in
grounded theory, a qualitative research
methodology developed by sociologists
Barney Glaser and Anselm Strauss.3
They
championed an open-minded approach,
allowing insight and structure to emerge
naturally. Grounded theory reminds
culture researchers to listen first to
humans and theorize later. When
conducted in a transparent and inclusive
manner, this approach to understanding
culture can also lead to shaping culture
with employees-co-creating an emerging
culture based on the true values and
needs of the staff.
Engaging employees in a qualitative
co-creation process to discover and build
organizational culture involves fostering a
collaborative environment that values
diverse perspectives and encourages
active participation. While this process
needs to be initiated and supported by
leadership-to set strategic boundaries
for the work-authentically engaging
employees to define and determine
culture leads to a greater sense of
ownership and buy-in.
Returning to the example of a
manufacturing company, qualitative
research applied alongside a co-creative
approach could lead to a stronger and
more inclusive culture in the organization.
2 " Broadening Horizons: Integrating Quantitative and
Qualitative Research, " Marja Verhoef and Ann Casebeer,
The Canadian Journal of Infectious Diseases, 1997
3 To learn more about grounded theory,
check out Brené Brown's research
In this process, leaders might spark
dialogue through forums and employee
surveys, followed by a series of qualitative
engagements to support cross-functional
teams in devising initiatives, while
workshops and training help weave the
desired mindsets and behaviors
throughout the organization. This work
can be widely communicated, celebrated,
and adopted into the organization's
strategy and processes. This approach
can ultimately empower employees to
co-create an inclusive culture, nurturing a
sense of ownership and shared
commitment to everyone's well-being.
Qualitative research helps
us get to the heart of
organizational culture.
It takes us below the surface, immerses
us in the multitude of stories that make
up culture, and helps us see the
underlying patterns that provide meaning
to the behaviors we may observe.
This research methodology complements
quantitative methods by providing a
deeper empathetic understanding of the
culture's formation, as well as the real
values and perceptions of employees.
When applied via a broader co-creative
approach, qualitative methods can
move beyond understanding and lead
to culture building that is deeply
aligned with employee experience.
Using these approaches, we can
weave the many stories within an
organization into a vibrant, healthy,
and growth-oriented culture.
about the author
Ramsey Ford is the Director of the
TiER1 Performance Institute, which
empowers leaders to build healthy
organizational cultures and elevate
employee performance through
research and education. He also
co-founded Design Impact in 2009 to
co-create solutions to complex social
problems with communities and
grassroots organizations. Ramsey
loves supporting people in their
development toward becoming their
best selves. He also enjoys building
things-including art, furniture, new
businesses, and relationships.
https://tier1performance.com/author/ra-ford/
The Data and Measurement Issue

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