The role of grounded approaches has been advocated for long in IS research. However, the

inherent subjectivity of such approaches and the apparent lack of a basis to validate or even

replicate such research has often been the subject of debate among IS researchers. As a result,

many IS researchers tend to fall back on variance-theoretic approaches to conceptualize, design

and operationalize their research. In this paper, we show how a grounded approach, interpretive

structural modeling (ISM), can be used to qualitatively elicit individual cognitive structures.

Further, we show how it can be applied to derive the shared aspects of such a structure across

many individuals. We use the well-known technology acceptance model (TAM) to demonstrate the

utility of our approach. We conclude the paper by discussing the strengths and weaknesses of this