Traditional experimental methodologies employed to study human-computer interaction are often inadequate for studying group situations. When real group dynamics are awkward to replicate in a laboratory, researchers must resort to observing behaviour in the field.
New methodologies are essential. Conventional psychology can still be applied to study fine details of group behaviour. Ethnographic study, how complex group activity can be categorised, counted and interpreted. The use of models and theories from non-computer-based fields, such as, conversational analysis and psycho-linguistics, to explain the group's reaction to the particular groupware system.