Methodology: A Qualitative Approach

The findings in this book are based on the qualitative research method, which in this particular instance involved data collection through in-depth one-on-one interviews, as well as subsequent analysis. This chapter is divided into three sections covering the qualitative research method, data collection, and data analysis. Literature on the qualitative research method is introduced along with interview methods and reflections on researcher’s positionality. For this book, a semi-structured type of interview was chosen, as the goal was to collect data on the wide-ranging subject of branding in the energy sector. In total, 19 interviews were carried out with individuals who are either executives in the energy sector or external specialists who have worked for energy companies on marketing and brand strategies. Interview questions revolve around different topics of branding, focusing especially on commodity branding, as well as sustainability, and green branding. In the analysis step, a qualitative data analysis software (QDAS) was used in order to assist with the analysis. The benefits and disadvantages of using a QDAS is discussed with relevant literature. Furthermore, the coding process of the analysis is explained and illustrated in detail, to make the process transparent. The analysis entailed seven themes which are the findings of the research.