Naturalistic group interviewing in China

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.