Qualitative Market Research: Volume 13 Issue 1

A study of hoarding behavior and attachment to material possessions

Hélène Cherrier, Tresa Ponnor

The purpose of this paper is to investigate consumers' motivation to accumulate obsolete items and their reluctance to dispose of material possessions.

“Behind Closed Doors”: opportunity identification through observational research

Cynthia M. Webster, Richard Seymour, Kate Daellenbach

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…

Naturalistic group interviewing in China

Giana M. Eckhardt, Anders Bengtsson

This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for…

Cross‐border shopping: family narratives

Raquel Castaño, María Eugenia Perez, Claudia Quintanilla

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…

Whose street is it anyway? Visual ethnography and self‐reflection

Marta Rabikowska

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…

Constructing audio‐visual representations of consumer archetypes

Marylouise Caldwell, Paul Henry, Ariell Alman

The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing…

Celebrating excellence in audio-visual representations in market research

Marylouise Caldwell