In the present study we introduce the Grounded Theory method through the example of a study about similarities and differences in the opinions regarding glass façade buildings. We highlight the importance of using different samples. From a methodological point of view it is of utmost importance to pick the right method for data collection. Glass façade buildings have special psychological meanings which are different for lay people and professionals. In the study used as an example the sources of information were lay people and professional and lay media outlets. Qualitative content analysis was used to explore these parities and divergences. We introduce the capabilities and shortcomings of the Grounded Theory method we encountered during our research.