Assessing the suitability of digital data for qualitative research

Qualitative organizational researchers value evidence that offers rich insights into social phenomena. While the growing abundance of digital data holds significant potential, researchers are typically not present to observe the processes through which they are created or maintained. This article addresses the challenges this poses for those seeking to use digital data, such as emails, websites, and online videos, that exist as a consequence of naturally occurring interactions and events. We begin by problematizing the assumption that data quality depends on researchers’ presence during data creation, distinguishing a dominant epistemology of observation from an alternative epistemology of reconstruction. Building on this, we elaborate on the distinctive characteristics of digital data and the live and repository settings through which they are accessed. We then integrate these insights with the concepts of provenance and systematicity to develop an evaluative framework for assessing the suitability of naturally occurring digital data. Together, these contributions underscore the value and potential of these data, while providing practical guidance for their use in qualitative organizational research.