Purpose – Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an overview of these methods and offers some guidelines for their use. Design/methodology/approach – We...

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,...

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 – This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high‐quality, naturalistic text in the field. Design/methodology/approach – The original SWC method combined accompanying consumers in the field as they shopped with...

Purpose – This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines....