Purpose – The purpose of this paper is to analyse the role of emotions in fieldwork by applying grounded theory (GT). Although analytical guidelines in GT are well documented, the implications of researcher emotions have received much less attention. Design/methodology/approach – This paper provides an “insider” account of the author’s experience collecting field data during six months in a department of a Fortune 500 company. Findings – It is argued that methodological emotional reflexivity (MER) as a part of doing GT will increase both awareness and understanding about how emotions influence the research process. MER comprises emotional awareness, empathic understanding and emotions in decision making. Originality/value – The paper proposes acknowledging that emotions are part of, connected to, and both influence and are influenced by research decisions within GT. It is suggested thatMERbecomes an integral part of memoing in GT. Memos provides a link between data and evolving insights, and is considered fundamental in GT. The inclusion of MER provides a more transparent and adaptive GT approach.
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