Among the various methods of qualitative analysis, Grounded Theory provides researchers with a unique tool for theoretical development. Most conventional forms of qualitative analysis require the researcher to preselect a path of investigation in a method which is primarily deductive, where investigation and theoretical aggregation are a product of discovery, and data are informed by this discovery. Grounded Theory works in a manner which is contrary to this conventional path by being inductive. Using Grounded Theory, a researcher is afforded the luxury of maintaining an open mind and allowing the data to inform the discovery of theory. In this way emergent findings are highly representative of natural phenomena, and evolving theories are not forced to fit into preconceived moulds explicated from the literature. This paper presents a theoretical and practical application of Grounded Theory, illustrated with a case from the Australian Film Industry. Grounded Theory has been applied in this case to induce theoretical findings which explain the processes of motivation and commitment in this industry. The paper outlines the value and the practicality of using Grounded Theory for this type of study and provides a practical understanding of how the method can be used. The paper provides a brief discussion of the findings that have emerged as a result of applying the rigour of Grounded Theory. Finally, a list of analytical guidelines are provided for readers interested in pursuing this path of theoretical discovery (Appendix A).