To apply Grounded Theory method, data received from interview were processed into several steps: (i) transcribing, (ii) coding, (iii) memoing, (iv) insight refinement, and (v) saturation analysis (Adolph, Hall, & Kruchten, 2011). By using Grounded theory, the author tries to get the new perspective and insight by exploring the data received from interview to grow his insight (Batlajery, 2013)

First step in this model is conducting the interview and record it. After the interview is performed, the recorded voice was transcribed word by word. The transcription then was cut into smaller units (in sentences or paragraphs) and was categorized based on key characteristic. The process is the called coding. The coding process is not only the process of labeling, but also the process of leading the raw data to the idea and link them together (Richards & Morse, 2012). From coding we can also identify the pattern such as similarity, difference, frequency, sequence, correspondence, or causation.

Subsequently, a process of writing down narratives that explain the ideas of the evolving theory, known as memoing, was used to develop the coding. These coherent units represent key characteristics of the interview being analyzed. If the interviewees provide the similar answer with the previous interviewee, then the saturation analysis was observed. Saturation state means the condition that there is no additional information is being found.

The process of transcribing (written down the text), coding (categorize the text into theme) and memoing (capture researcher’s thought) were executed repeatedly. Each time the process is finished, the result will be checked against the preposition conclusion in order to growing it during the process of analysis. These processes were executed until saturation state is achieved (Khadka et al., 2014).