In this article we address the issue of applying operant psychology to derive plausible and useful interpretations of complex firm behavior in natural settings. The objective is to discuss an appropriate methodology based on case study design, developed specifically in Vella and Foxall (2011), to produce an operant interpretation of secondary documentary evidence. We present a summary of the more salient aspects of the discussion and analysis of the research to demonstrate the robustness of the methodology and to highlight strengths and limitations of the approach. Improvements are suggested.