A Qualitative Lens on Erin Brockovich

I watched this movie years ago and I enjoyed it. This time, I found it more enjoyable because

watching this feels like another immersive journey into the Qualitative Research (QR) world.

This movie highlights valuable skills of critical thinking, data analysis, and effective communication. Hence, my reflection will delve into the eight aspects of QR in relation to the movie and how these aspects are connected to valuable skills for professional and personal development.

1. Naturalistic Setting

   The first pivotal moment for me was when one day Erin Brockovich came to her workplace shocked that she was already fired (36:49). Her boss, Ed Masry, thought that she was not doing her job for a week because she was not on her worktable. The reason for not being in the law firm for a week was revealed when Ed Masry visited Erin Brocovich at her home to inform her that he had received a call from PG&E representative about her inquiry and request for a specific document. This is an awakening part for Ed Masry that to investigate a case a researcher must not just be behind the worktable but must be on the site where the phenomena happen. Contradictory to his line, “Well, that is not how we work here. You don’t just leave a message and take-off” (37:18).

   
   

   

Hence, I chose this as the first turning point because a qualitative researcher needs to gather information in the natural environment where the action occurs. In this movie, Erin gathers pieces of information and evidence by going to Hinkley, California. During this initial stage of natural setting aspect, Erin was able to talk to Donna Jensen (the first major interview Erin conducted), Dr. Frankel (who explained to her about hexavalent chromium – chromium-6), and Mr. Scott (who provided Erin access to some necessary documents in the water board office).

To be in the correct natural setting, a qualitative researcher needs to have the correct documents and must read them intently, to be able to talk to people involved and to experience the environment/community of the case s/he is studying – the importance of critical thinking, analyzing data, and effective communication.

One of the most eye-opening aspects of watching this movie was realizing how much context shapes the way we interpret data.

2. Human Instrument

   As I reflect on my own research journey, I see how my role as the human instrument can influence every stage of the process - whether conducting interviews, analyzing transcripts, or synthesizing the data. Thanks to Erin’s role in this movie. Her interactions with the subjects/interviewees, her approach to data collection, and her interpretations have all been influenced by her background, beliefs, and biases. This makes her the ‘human instrument.’  Thereby, this gives me the affirmation of the importance of the researcher as the primary individual involved – who is actively engaged with the participants as s/he interprets the data.

   

   At this juncture, I come to realize that acknowledging my own biases, preconceptions, and emotions can help me better manage these factors on the research process. Overall, the need for reflexivity is a key aspect of using myself as a human instrument in my research. Indeed, this part has helped me recognize the power and responsibility that come with being the human instrument in qualitative inquiry. 

   
   

3. Descriptive Data

   What stood out to me as a key part of the descriptive data in Erin Brocovich’s investigation was her determination in collecting physical evidence, such as the dead frogs from the water site. This demonstrated her commitment to thoroughly investigate the environmental contamination. This part highlighted her hands-on approach in gathering tangible proof.

   
   

   However, this is also showcased a key shortcoming – her failure to take proper safety precautions, such as wearing protective gear - gloves, mask and/or proper footwear, while collecting evidence in the field. Not to mention, she invaded the property without following the protocol of seeking permission first to enter the premise. Her methods, when viewed through an ethical research lens, were flawed and questionable.

   
   

   

   Given the nature of contamination, this oversight reflects a critical aspect of field research where health and safety of the researcher (and the people she will encounter during the process of other data collection such as interviewing) should be prioritized alongside the pursuit of evidence.

   
   

   Apart from the physical evidence that offers visual and environmental dimension to the case, personal stories, medical records, and anecdotal records fall under descriptive data. Erin goes door-to-door in Hinkley to collect stories from people who are significantly affected by the water contamination, request the medical records of residents who have been ill, and gather accounts of how community members were exposed to the toxic chemicals. All of these are considered descriptive data gathering.

   
   

   

   Part of this reflection, I would like to emphasize the importance of taking a short course first regarding the ethics in gathering data before conducting research. I am grateful that Suranaree University of Technology provides a yearly training on this.

   
   

   

   
   

   With this, I can say that this certification has equipped me with the knowledge to ensure ethical standards are followed – that I am trained to be cautious when conducting human research.

   
   

4. Emergent Design

   Erin’s investigative process constantly evolves. In fact, her research journey began out of a desperate need for a stable job to provide for her children. This personal financial quest soon transformed into a relentless pursuit of justice – to the point that she became emotionally involved. For instance, her encounter with Mr. Scott:

   
   

   Erin Brockovich: "Hey, Scott! Tell me something—does PG&E pay you to cover their ass, or do you just do it out of the kindness of your heart?"

   
   

   Scott: "Erin, I don't think you understand—"

   
   

   Erin: "No, you don’t understand! People are dying, Scott. Dying. And you’ve got document after document sitting right here, right under your nose, that says why! And you—you haven’t done a damn thing about it."

   
   

   Scott: "Look, I’m not the one making these decisions. My job is—"

   
   

   Erin: "Your job? Your job is to what? Sit here, shuffle papers, and pretend you don’t see the truth? I wanna know, Scott—how the hell do you sleep at night, huh?" (1:09:55)

   
   

   

   
   

   Why is this emergent? Because Erin did not have any plans of confronting Scott, but because of her discoveries such as finding incriminating documents, her approached shifted to challenging individuals – in this case, even questioning Scott’s morality.

   
   

   Further, this scene (Erin’s confrontation with Scott) gave her a moment to know where her next move will be. To simply put it, emergent design in this movie is Erin demonstrating flexibility, adaptability, and evolution. Erin does not follow a strict set of steps or pre-planned protocol. From interviewing the residents and moving around to gather medical records. Then, a sudden shift of focus – analyzing the details of the documents of PG&E’s internal communications. She realizes the significance of PG&E’s cover-up; therefore, she looks for physical evidence (dead frogs) and other signs of contamination. There are also some adjustments, like seeking legal advice. Hence, it is very organic.

   
   

   

   For me, this is the beautiful side of doing QR. The researcher can personalize it further by tying it to one’s experiences. Personally, this inspires me to embrace flexibility in my research design while maintain ethical diligence and sensitivity. 

   
   

5. Etic/Emic Perspective

   The etic perspective refers to the outsider’s view and the emic perspective is the insider’s understanding of the case. By watching Erin Brocovich, I realize that there is a balance of both perspectives.

   
   

   Erin was at first an outsider. She started only reading documents about real estate and sought permission from her boss (Ed Masry) if she could dig deeper on this. Then, she gained as insider’s perspective through her interviews and close relationships with the residents. She started advocating on their behalf. This is the dichotomy of emic and etic perspectives.

   
   

   Reflecting on these two approaches, I realize the significance of balancing these two perspectives to achieve holistic understanding in qualitative. At the same time, it is an important reminder that as an outsider, we can have that dedication to understand the phenomenon; on the other hand, we should know when to put boundaries as an insider. From this, as a researcher, I see the challenge and opportunity in navigating these perspectives.

   
   

6. Inductive Analysis

   

   
   

   The above photo is the scene (26:33) where the inductive analysis starts in the movie. Erin, the researcher, does not start with a fixed hypothesis or theory to test; Instead, she has a raw data in the form of documents. She looks at it intently to identify patterns, connections, or relationships. Starting with raw observations, her investigations begin.

   Similar with emergent design, inductive analysis requires flexibility because it depends on following where the data leads. Because of this, every researcher must know the importance of rigorous documentation because this forms the foundation of credibility, reproducibility, and trustworthiness in research.

   
   

   With this said, I think the value of inductive analysis is that it gives the researcher the freedom and flexibility to begin from a blank slate; then, eventually, discover patterns that may naturally emerge from the data. The researcher records every step of the process (including dates, observations, and decisions), and continuously observes and asks to cross-check records for accuracy and completeness.

   
   

7. Concern for Context and Meaning

   Concern for context and meaning in QR is, I think, the number one aspect necessary to fully understand the phenomena being studied. Erin did not fall short on this. She considered the social, cultural, and environment contexts. She immersed herself by trying to understand how contaminated water and health issues impacted the residents’ lives, their community, and their relationship with PG&E. She focused on the context and meaning of these experiences. Erin, was able to build a stronger, more compelling case that truly reflected the suffering of the community and the broader implications of corporate negligence. In fact, it was even impossible for Ed Masry to get the demands of PG&E lawyers of 90% signatures (that means, around 600 signatures) from the Hinkley residents, but Erin made it all possible. She made it happen. This may sound deeply inspiring and moving, but she became so emotionally involved that it began to take a toll on her health and personal relationship, particularly with her loved ones.

   I would like to highlight this scene where her emotion, physical well-being, and personal relationships were severely impacted, as they all became unbalanced due to her intense dedication to the case.

   
   

   Ed Masry: "You're emotional, you're erratic, you say any goddamn thing that comes into your mind, you make this personal as it is" (1:42:39).

   
   

   Erin Brocovich: “Not personal? That is my work, my sweat, my time away from my kids…” (1:42:52).

   

   Indeed, QR demands empathy and deep understanding, but there is a fine line between being involved and being over-involved. May this film serve as a reminder for me and all the researchers to always draw the line correctly so that emotional entanglement, risks of manipulation, blurred boundaries, and disrespect can all be avoided, so that the integrity of the study remains paramount.

   
   

   Aside from the many scenes of Erin’s manipulation and bias, burnout is another important point to look at. Over involvement can also harm the researcher that can lead to emotional exhaustion, stress, or even physical health issues. Besides that, disrespect as shown in the photo. Erin, being so emotional, shouted and accused her boss. Although this is not the first time that Erin raised her voice at Ed Masry, it does not make it acceptable for any researchers to shout at other people. Shouting is a sign of disrespect and a lack of professionalism, which can question the integrity of both the individual and their work.

   
   

   These are the danger of having too much concern for context and meaning that we must all avoid and be mindful of.

   
   

8. Purposive Sampling

   Purposive sampling is derived from the word purpose. It is choosing respondents with the correct purpose – clear and specific. A qualitative researcher must have the right documents, the right people, and be at the right place to ensure the sampling is aligned with the study’s objectives – the importance of critical thinking, analyzing data, and effective communication.

   
   

   In Erin’s case, personal stories, combined with medical records and other documentation of a descriptive data is purposive sampling – a method used in QR where participants are deliberately chosen based on their specific characteristics or relevance to the research. In this movie, Donna’s story is representative of the larger issues in the community. She is the key source of relevant and compelling data.

   
   

   

   Aside from Donna, residents of Hinkley, California affected by the water contamination were also interviewed by Erin.

   
   

   Another vital character is Charley Embry. He is the whistleblower. Erin was able to interview Charley who provided crucial evidence and added weight to the voices of the Hinkley residents.

   

   I included this photo because this to me shows the reality of life in QR. In purposive and emergent sampling, respondents often appear in unexpected moments and places. Therefore, it is necessary for researchers to always remain prepared. As researchers, we must be agile and proactive, ready to engage participants whenever opportunities arise. Additionally, it is essential to involve as many purposive sampling participants as possible. A diverse pool of respondents not only strengthens the credibility of the data, but it also helps uncover patterns and relationships within the information collected.  Each participant’s input can corroborate other’s statements. In short, this can provide a richer and more robust foundation for analysis. Just like in Erin’s case, purposive sampling allowed her to build a strong, evidence-based argument for the legal case.

   
   

   Overall, for me, purposive sampling is intentionally interviewing people who can give them an avenue to understand specific experiences, uncover patterns, and draw meaningful conclusions.

   
   

   In the end, it is not every day that we have the privilege of meeting, working with, or being inspired by someone like Erich Brockovich. If we do, we should be ready to express our gratitude. Thank you, Ajarn Sirinthorn, for giving a new light to the movie Erin Brockovich. I now have a deeper understanding of the eight aspects of QR.

   
   

   Acknowledgement

   With a heart full of gratitude, I thank Ajarn Adcharawan and Ajarn Sirinthorn of Suranaree University of Technology, Thailand, whose guidance, wisdom, and unwavering support made this article possible.