Since we study communication and specialise in multimodal interaction in institutional settings, it is relevant for us to apply a range of different theories and methodologies for data collection and analysis. Furthermore, we conduct applied research when relevant and feasible because we have a dual interest in analyzing and improving human practices. 


We conduct cross-disciplinary research, so that theories linked to the humanities as well as the social sciences are applied. Below a selection of the most applied theories are listed in alphabetic order:

  • Communication theory
  • Conversation analysis
  • Ethnomethodology
  • Globalisation theory (especially from the fields of Sociology, Cultural studies and Cosmopolitanism)
  • Identity theory (especially membership categorization analysis, social constructivism and discourse theory)
  • Organisation theory and Leadership theory (from the classics of Smith, Weber and Taylor to state of art research debates on shared leadership and followership)
  • Socialisation and community theory (especially from the fields of Sociology, Cultural studies, Organization studies and Profession studies)
  • Text analysis (especially Discourse analysis, Sociopragmatics, Pragmatics and Text linguistics)



We use a wide variety of research methods, and apply a mixed methods research design when relevant. Below is a selection of the methods for data collection (some overlap) and data analysis that we apply in our research, listed in alphabetic order:

  • Autoethnography
  • Breaching experiments
  • Case studies
  • Co-creation
  • Contextual enquiry
  • Conversation analysis
  • Design thinking
  • Discourse analysis
  • Document harvest
  • Ethnomethodology
  • Experience travel and blueprint analyses
  • Fieldwork
  • Focus group interviews
  • Grounded theory and meaning condensation
  • IDEO-inspired methods
  • Lab tests
  • Logging
  • Measuring
  • Multimodality analysis
  • Narrative interviews
  • Network analysis
  • Observation studies
  • Participant observation
  • Photo ethnography
  • Protocol analysis
  • Semi-structured interviews
  • Shadowing
  • Strategic ethnography
  • Surveys
  • Think-aloud protocols
  • Video ethnography



CIRCD has over the last decade developed a huge video/audio library of business meetings, video conferences, telephone conferences, split-screen meetings, innovation workshops and other participant/user/customer behavior, besides focus groups, interviews, documents, etc.

Usually we use observational methods are primary data, and elicited data (interviews, surveys, etc.) as secondary data, but that depends on the research design.

The library is solely devoted to CIRCD research, since we have signed confidentiality agreements in order to be able to make the recordings, observations and notes. We do not share data across the centre and outside the centre, unless informants have agreed to this.




Collective research projects