Our research plan is designed to discover factors that influence, positively or negatively, customer’s preference for agile software development. We will employ qualitative research techniques, specifically grounded theory, as our research method. Customers are an essential component of the agile approach and merit additional study on their preference for software projects developed using agile techniques. The results of our research will present emergent constructs that influence customer preference for agile development. These constructs can then be analyzed using quantitative techniques to assess their validity and understand their relationships.