Qualitative Market Research: An International Journal

Whose street is it anyway? Visual ethnography and self-reflection : Table of Contents

Marta Rabikowska — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – The purpose of this paper is to apply a self-reflexive interpretive method of writing as a method of analysis of findings from a critical research based on videography documenting the relationship between ethnicity, consumption, and place. Design/methodology/approach – An innovative theoretical approach employed is interpretativist ethnography inspired by creative writing. This methodological approach allows the researcher to move beyond the rigidness of academic discourse and consequently enables a more intimate connection with the object of research. Findings – The main outcome of this paper is realization that the presence of the researcher and her own autobiography affects the results of research and that articulation as much as execution of research is always subjective. A significant implication of this kind of approach is uncertainty and unreliability which questions the positivist objectivism dominating in both consumer studies and marketing. A subsequent limitation is a free reading which evades possibility of definite conclusions. Originality/value – By providing a film and a commentary to it in one publication, this paper overcomes the traditional separation between the visual and the textual and contributes to the multisensory model of academic practice. It is particularly important for ethnography and visual studies where the application of the senses has both a theoretical and a practical value.

Constructing audio-visual representations of consumer archetypes : Table of Contents

Marylouise Caldwell, Paul Henry, Ariell Alman — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – The purpose of this paper is to explain how audio-visual archetypal representations likely to engender emotional identification and consumer-inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video-ethnography involving the following steps: development of a typology of consumer archetypes based on a priori theory, screening for and identifying informants to exemplify each archetype, filming interviews in and around their homes, developing realistic audio-visual representations of each archetype and assessing marketing practitioners reactions to the audio-visual representations. Findings – In response to the audio-visual archetypal representations, marketing practitioners displayed a high degree of interest and emotional relatedness. The interest generated in the screenings motivated animated discussion and often a desire to better understand the consumers represented by each archetype. These heightened reactions contrast strongly with the relatively emotionally flat responses to traditional marketing research reports. Originality/value – The paper demonstrates that carefully crafted audio-visual representations of consumer archetypes are likely to engender a consumer orientation in marketing professionals and hence associate with improved marketing decision-making. It explains that this situation is likely explained by audio-visual media's superior capacity to foster experiential, emotional knowledge of others, and, the origins of consumer archetypes in the collective un/consciousness and/or widespread strongly embedded cultural beliefs, norms, and values.

A study of hoarding behavior and attachment to material possessions : Table of Contents

Hélène Cherrier, Tresa Ponnor — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – The purpose of this paper is to investigate consumers' motivation to accumulate obsolete items and their reluctance to dispose of material possessions. Design/methodology/approach – The role of attachment to material possession in the construction of consumer identity provides a conceptual framework for the research. A video-ethnography with eight individuals, who classify themselves as functional hoarders, individuals who accumulate objects privately and are unable to dispose without clear conscious motivation or control, constitute the primary data for this paper. Findings – In investigating the underlying reasons for accumulating objects and resisting dispossession, informants show evidence of being reflective consumers who perceive throwing away as a threat to memory, to security, and to historical and ecological preservation. First, this paper confirms current literature regarding the role of possessions as symbols of interpersonal ties with others and as a cue to past experiences. Second, the paper supports that possessions provide a sense of security to the owner. Finally, this paper reinforces that preserving material objects cultivate a vision for the future. Ultimately, informants' motivations to accumulate, to keep, and to not-dispose of objects reflects a desire to reassemble the fragments of their temporal experience into a unique space where memories, present, and life projects join together. Originality/value – The accompanying film gives an opportunity for audience members to personally evaluate hoarding practices and to draw their own conclusion on the dynamic nature of material attachment and consumer identity in terms of past experiences, present orientation, and responsibility for the future.

Cross-border shopping: family narratives : Table of Contents

Raquel Castaño, María Eugenia Perez, Claudia Quintanilla — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – The purpose of this paper is to provide a framework on the experience of cross-border shopping. This experience is constructed on narratives, rituals, and intergenerational transfers that move beyond the simple description of experienced events to provide explanatory frameworks of family identity construction. Design/methodology/approach – Nine in-depth interviews are conducted with three generations of North Mexican women from three families who shop frequently across the border. Findings – The findings highlight different processes associated with the experience of cross-border shopping. First, each family works throughout the years to construct its own identity using the tales of their shared experiences. Second, an intergenerational transfer of knowledge going from grandmothers to mothers to granddaughters in each family occurs as result of the experiences lived together. Third, common knowledge is developed both by Mexican consumers and North American retailers that translates into particular commercial practices. Finally, all our contributors are immersed in a national culture, the North Mexican, sharing and transmitting values like thriftiness, malinchismo, and the relevance of family ties. These values affect their shopping patterns, generating important consequences for both the Mexican and North American economies. Originality/value – The authors' intent is to contribute to the understanding of the process of family identity construction through consumption. This consumption occurs in a particular context; cross-border shopping. The experience is singular in the sense that families spend considerable amount of time together while traveling and establishing their shopping routines. This work depicts the shopping rituals passed down from generation-to-generation and the derived construction of meaning within the family.

Naturalistic group interviewing in China : Table of Contents

Giana M. Eckhardt, Anders Bengtsson — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for conducting qualitative marketing research in China. Design/methodology/approach – This study is used to investigate the social construction of brands in China and to demonstrate how to create naturalistic group interviews in China, and why it is beneficial to do so. A film footage of the various groups discussing the scenarios presented to them is presented so the viewer can observe the interactions between the group members. Findings – In this paper, it is argued that only certain qualitative methods are appropriate in a Chinese context, due to various aspects of Chinese culture which de-emphasize expressing one's thoughts, feelings, beliefs, and values openly. In the accompanying film, it is demonstrated how: presenting Chinese consumers with scenarios that they can relate to stimulates meaningful discussion; breaching people's expecations is what allows people to articulate underlying meaning systems; and conducting interviews in existing, naturally formed social groups, all lead to naturalistic discussions. Originality/value – As marketing and consumer research becomes more global, the field of qualitative research needs to take a critical approach to the effectiveness of varying methodologies in varying cultural contexts. A first step in this direction is taken by outlining how and why particular qualitative methods are effective in China. Naturalistic group interviews can also be used in a wide variety of countries and cultural contexts when the construct of interest is the social dynamics of a consumption activity.

“Behind Closed Doors”: opportunity identification through observational research : Table of Contents

Cynthia M. Webster, Richard Seymour, Kate Daellenbach — Sat Jan 23 08:00:06 GMT 2010

Abstract:
Purpose – To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary products to serve their everyday needs; and broaden appreciation of the role observational research plays in opportunity identification. Design/methodology/approach – A hermeneutic approach to observational research is adopted, incorporating both subjective personal introspection (SPI) and videography to discover one family's unusual usage behaviours. Findings – Analysis, following Holbrook's typology of consumer value, reveals examples of innovative behaviours for the four active consumer value types of efficiency, status, play and ethics, while identification of the reactive value types of aesthetics, esteem, excellence and spirituality proves more difficult. Research limitations/implications – This research suggests alternative approaches for future research into opportunity identification, making use of videography and SPI. Moreover, the current work emphasises that innovation and the creative require consideration of the relational rather than just self-seeking behaviours, needs or events. Originality/value – This paper illustrates two research methods infrequently used, SPI and videography, positioning both as valuable tools for opportunity identification.