Grounded theory is primarily used for exploring a relatively unknown phenomenon. Grounded theory methodology attempts to discern the meaning of people's experiences which provides the depth and richness of data not acquired by other means. The central feature of grounded theory methodology that differentiates it from other research approaches is that data are collected first and analyzed with the aim of theory development rather than the usual approach, which is the development of a hypothesis first and then proving or disproving the hypothesis through testing following data collection.