This paper describes the application of Grounded Theory to an exploration of multimedia
design practices. It discusses the opinions of multimedia developers, as elicited from
interviews, on the selected design tasks and the processes employed in their completion. Our
findings, which emerge from the analysis of the collected data, indicate that the currently
available multimedia models do not address some of the important concerns of practitioners.
We believe that closing the methodological gaps in these models would provide better
support for the multimedia development process.