Resumen
The paper describes the ontological and methodological course of data collection and analysis outlined in a researchunder the assumptions of the Strategy as Practice (S-as-P) in Structurationist perspective. The research portrayed theanalysis of administrative practices in formation of strategies executed by the owners and external consultants(Practitioners) members of the Advisory Board in a Family Holding. By observation of Ontology of Potential asStructurationism element we chose to frame the research in the Multimodal Analysis Methodology. The methods usedwere Video-based ethnography; In-depth Interview; and Documental Content Analysis. The operationalization of thismethodology framework promoted to research the analytical depth required to theoretical structurationist assumptionsof strategic conduct analysis and the duality of structure and also ensured the validity and reliability of results. Thus, themain objective of this article is to contribute to promote future studies of Strategy as Practice in Structurationistperspective providing a k detailed descriptive framework since the ontological assumptions to the operationalization ofthe analysis.