This case study provides an insight into the challenges of using a grounded theory approach to explore the attitudes and perceptions of general medical practitioners and pharmacists toward a condition called bisphosphonate-related osteonecrosis of the jaw. The focus of this research project was to examine why recommended preventive advice was not being provided by these two professional groups. Since qualitative methods could generate theory, we selected this as an appropriate means of capturing this information. Here, we reflect on the mechanisms of data collection and analysis we performed using a simultaneous process called Constant Comparative Analysis; this is a process by which data collection and analysis is an iterative and synergistic process. We also discuss the “Framework” model of data analysis, which was utilized to refine the most salient, rather than the most commonly occurring themes that emerged from the data. Our research was published in the British Medical Journal Open in 2017.