This essay aims to introduce an alternative methodological approach, phenomenography, for studying users of information systems. Phenomenography can reveal the variation in users? views. We outline the use of phenomenography with the help of our hands-on experiences from two empirical studies: in the contexts of e-privacy and virtual product prototypes. We also discuss two common misinterpretations that we have encountered when using phenomenography. One misinterpretation is related to data collection and analysis, the other with the research result. The essay provides support for multidisciplinary methodological plurality in the information systems field by suggesting a research approach from a related field, namely that of education.
Kaapu, Taina and Tiainen, Tarja, "PHENOMENOGRAPHY: ALTERNATIVE RESEARCH APPROACH FOR STUDYING THE DIVERSITY OF USERS' UNDERSTANDINGS" (2012). ECIS 2012 Proceedings. 29.