Chapter 7. Interpretative vignette interviewing method: exploring sensitive topics

This chapter outlines the interpretative vignette interviewing method (vignette method), its uses in sensitive topic interviewing, and its applicability for unlocking topics that are beyond the reach of traditional qualitative research methods. It gives best practice suggestions, before a detailed step-by-step guide to outline the vignette method to support researchers. Thereafter, the chapter explains how vignettes can be used in varying fields, plus examples of comprehensive application in the family business field based on a PhD study. Furthermore, this chapter provides real-life researcher reflections on utilising the interpretative vignette interviewing method including the lessons learned from this experience (do’s and don’ts) in the UK business family context. Finally, future avenues of research are suggested for the application of the vignette method to progress the family business research field, especially about sensitive topics.