Qualitative Market Research: Volume 15 Issue 3

What can phenomenology offer the consumer?: Marketing research as philosophical, method conceptual

Tony Wilson

Consumer discourse is a narrative of generically (in)formed, goal‐directed activity. If research interprets such practice, it is often deemed to draw upon phenomenology. Returning…

Undertaking research at the bottom of the pyramid using qualitative methods: From theoretical considerations to practical realities

Tendai Chikweche, Richard Fletcher

The purpose of this paper is to examine qualitative issues involved in conducting research at the base of the pyramid (BOP). The paper reports on the differences between…

A mixed‐methods approach for designing market‐driven packaging

Lynn Metcalf, Jeffrey S. Hess, Jeffrey E. Danes, Jay Singh

The purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of…

Not too many but also not too few: Exploring the explanatory mechanisms for the negative effects of low customer density in retail settings

Sebastian Uhrich, Michael Luck

The purpose of this paper is to explore the theoretical mechanisms that underlie the negative effects of low customer density on shoppers' emotions and behavioural responses in…

Satisfaction/dissatisfaction and choice tactic refinement for potatoes

Mark MacPherson, Steven Dukeshire, Gefu Wang‐Pruski, Vivek Varma

The North American fresh potato market has been in decline for over ten years, yet little consumer research has penetrated beyond the factors influencing the purchase decision…

Digital technologies are re‐shaping our brains: What are the implications for society and the research industry?

Sheila Keegan

Digital technologies have already changed the way we live and work. However, there has been limited exploration and discussion about the long term effects of such technologies on…

Editorial

Len Tiu Wright