A Primer on Q-Method and the Study of Technology

Background

Q-method was developed by the psychologist Stephenson (1935; 1953) as an approach to capture people’s operant subjective views of phenomena. Subjectivity is conceptualized as what ‘emanates from a particular vantage point' (Brown, 1993). Operancy refers to the fact that these views drive individuals' behaviors. It is a method suited to the identification of the drivers, barriers, and structuring elements of behaviors and experiences.

Q-method rests on two important pillars. One is theoretical and refers to concourse theory, the other is methodological and uses Q-sorting procedure and Q-factorial analysis (Gauzente, 2010). First, the concourse theory posits that meaning is dependent upon context and therefore not given in abstracto. The concourse can be defined as the volume of available statements on a topic and is ‘the common coinage of societies large and small, and is designed to cover everything from community gossip and public opinion to the esoteric discussions of scientists and philosophers’ (Brown, 1993). Meanings exist for each individual and vary depending on circumstances, but can also be shared with others, thus making interpersonal communication and interpretation possible.

The first step to conduct a Q-study is to generate these meanings. These constitute the Q-sample.