This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a hidden consumer who falls into the 30‐40 age group. The paper examines the emergence of dance/rave, and the process of commodification of a sub‐cultural movement. It...

Purpose – Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage....

Reports on the use of subjective personal introspection. Offers a brief overview of subjective personal introspection and then describes the technique used to inform an ongoing piece of research that is being conducted into popular music consumption. Concludes by assessing the usefulness of the...

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis...

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,...