Purpose – We discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what we term a “child‐centric” approach. We hope that by sharing our experiences we can help move forward the discussion of child‐centric...

Purpose – To show how consumer researchers can learn from novels and analogous works of fiction. Design/methodology/approach – Close reading of two recent novels, The Savage Girl by Alex Shakar and Jennifer Government by Max Barry. Findings – The paper shows how works of fiction can be...

This paper describes how ethnographic and quasi‐ethnographic research methods can be used in order to address the problems of the “limitations of asking” and that “people don’t always do what they say”, and to develop a “thick description” of the lived experience of consumers. A...

Purpose – The purpose of this paper is to introduce the contents of the special issue and to clarify and extend conceptual and managerial debates concerning interpretive consumer research (ICR). Design/methodology/approach – A discursive approach is adopted. The arguments are supported by...