Grounded Theory is widely accepted in Social Science literature; however, it is still relatively new in marketing literature, despite marketing’s growing interest in ethnography and anthropology. It places an emphasis on learning directly from consumers about their unique and constructed experiences. The approach is compatible with other sociological theories relevant to marketers including symbolic interactionism, actor-network (ANT), Activity Theory, Situational Analysis, and Consumer Object Culture. This webinar introduces Grounded Theory techniques such as coding,* discourse analysis, and situational mapping to marketing researchers and strategists, showing how research insights can be evidentially linked to qualitative data. The webinar guides the participants through the process of reviewing interviews and field notes using both pencil and paper as well as software tools. We will provide PDF downloads for participants to take away for future practice.