New research in a qualitative area can be tricky – how do you know what you should be looking at or how you understand the way people are thinking?
One method would be “grounded theory”.
The technique here is to take a whole bunch of information – unclear on what it might be all about – and look to see what ideas emerge (themes). You then take these ideas and drive forward into the data – or new data – and confirm or deny these ideas. You ground your emerging theoretical understanding in the data you collect