The Incremental Change: A Grounded Theory Study of Authentic Business Brands

This study captures insights from businesses with authentic online brands. The goal is to generate new theory and practical models for others to apply.

METHOD

We collect short email answers from owners, label ideas, compare across cases, and let patterns emerge into a concise model based on expert experience.

PURPOSE AND THESIS

The study examines how incremental progress builds credible online brands. The thesis is that a brand develops from what a business does, not from claims.

SCOPE AND INDEPENDENCE

Sponsor: Incremental Change Foundation (operated by 10WeekBrand, Boston)

Website: https://www.10weekbrand.com

Contact: Jay Church, 413-749-2677, info@10weekbrand.com

This is independent research funded and published by the sponsor. It is not a university project or a paid placement.

PARTICIPANTS

Independently run businesses with a strong online brand presence. Indicators include an active website with a clear story or offers, recent social activity, visible engagement, and identifiable local competitors. Sampling begins purposive and shifts to theoretical as themes appear. Target is 30 to 60 completed email interviews or until saturation.

RECRUITMENT AND THANK-YOU

As a thank-you, participants may receive a customized explainer video and an optional featured profile. The video offer is separate from participation and optional.

DATA COLLECTION: EMAIL INTERVIEW

Two questions sent by email:

1) How does the business change people’s lives in a positive way?

2) What is one reason customers choose the business instead of named local competitors?

Attribution options are business name, owner name, or anonymous.

DATA ANALYSIS

• Collect email replies to the two questions and any clarifiers used.

• Open coding: label ideas with short, concrete codes.

• Constant comparison: compare within each case and across businesses, categories, and markets.

• Focused coding: group related codes into categories tied to incremental action and customer choice.

• Memo writing: keep short analytic notes to track examples and links.

• Theoretical coding: organize categories into a clear model that explains how small, consistent actions create credibility and which single reason tends to drive choice in context.

• Credibility checks: member-check any named quote, second-coder review on a sample, maintain a versioned codebook and memo trail.

  
  

ETHICS AND DATA HANDLING

Consent: Invite messages state purpose, data use, privacy options, and the thank-you. Sending answers by email constitutes consent under those terms.

Privacy: Data is stored in an encrypted workspace. If anonymous is selected, names and direct identifiers are removed. Any named quote is sent once for a quick confirmation to publish.

Opt-out: Withdrawal is permitted within 30 days of the reply; data is removed from public materials.

Risk: Minimal. Time to answer and minor reputational risk if misquoted, reduced by member-checking.

ANALYSIS OUTPUTS

One-Page Model: diagram and short rules linking small actions to credibility and customer choice.

Public Report: PDF and web article with plain-language findings and action examples at https://www.10weekbrand.com

Category Briefs: retail, food, and services summaries with specific action examples.

Open Appendix: codebook terms and method notes.

Participant Materials: optional explainer video delivered to participating businesses that opt in.

TIMELINE (10 WEEKS)

Weeks 1-2: Invite first cohort, pilot email interview, begin coding.

Weeks 3-6: Main data collection with rolling analysis, add categories based on gaps.

Weeks 7-8: Focused coding, draft model, member-check named quotes.

Week 9: Draft report, briefs, and one-page model; internal review.

Week 10: Publish and distribute participant materials.

INCLUSION, LIMITS, MITIGATION

Strengths: owner voice, low burden, cross-category coverage, direct tie to weekly actions.

Limits: email replies are brief and skew toward stronger brands.

Mitigation: optional clarifiers or short follow-ups, theoretical sampling to add variety, explicit scope notes in the report.

CONSENT SUMMARY

By sending answers, participants permit analysis, short quotations, and publication of aggregated findings. If named, the report may include business name, link, and a short quote after one confirmation. Anonymity is available. Withdrawal is allowed within 30 days of the reply.

ABOUT THE SPONSOR

Incremental Change is a project of 10WeekBrand, Boston. 10WB supports cause-linked and specialization-driven brand building through small, consistent steps. Study notes, tools, and updates appear at https://www.10weekbrand.com