Processes, relationships, settings, products and consumers: the case for qualitative diary research

Purpose – This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings, products and consumers. Design/methodology/approach – To illustrate the utility of QDR this paper explores the phenomenon of text messaging. One hundred and twenty two “texters” were recruited to maintain personal introspective diaries for 1 week; recording, not only each of their incoming and outgoing text messages, but also the personal thoughts that each communication initiated. The paper then offers a frame narrative that attempts to analyse, interpret and re‐present the embedded diary narratives. Findings – This empirical analysis illustrates that ODR is particularly suited to exploring processes, relationships, settings, products, and consumers. It is shown how the arrival of a text message and its actual content can create: consumer excitement when text messages arrive, consumer pleasure when constructing and deconstructing sent and received text messages, and provides a facility to lie and attract the opposite sex. The downsides of texting were also explored, such as how consumers loath getting either too many or too few text messages. Originality/value – ODR is a useful way of capturing genuine “thick description”. The use of real diaries presents an exciting methodological alternative for research in marketing and consumer behaviour.