Objective To review published examples of public involvement in research design, to synthesise the contributions made by members of the public, as well as the identified barriers, tensions and facilitating strategies.Design Systematic literature search and narrative review.Findings Seven papers...

In comparison to other techniques of data collection, observation rarely appears as a research methodology in the marketing literature: this may be because the technique is regarded as time‐consuming or as delivering data which lack the depth and qualitative richness of other research...