A Guide to Conducting Participatory Collage Consumer Research

DEKEL-DACHS, Ofer and MOORLOCK, Emily (2024). A Guide to Conducting Participatory Collage Consumer Research. In: KAWAF, Fatema and DEKEL-DACHS, Ofer, (eds.) Visual Methods in Marketing and Consumer Research. Routledge Studies in Marketing . Abingdon, Routledge, 99-118.

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Abstract

This chapter provides guidance on how to conduct participatory visual research. Drawing on the researchers’ experiences of using the arts-based technique of collage, the chapter outlines the power of collage and collage elicitation interviews to access consumers’ inner thoughts and feelings. An illustrative example of how the research method was used to explore the complex identity negotiations of second and third generation British South Asians is used to provide pragmatic guidance on how to undertake participatory data collection, interpretation and analysis. Immersing participants in interpreting and analysing the data empowers them and provides researchers with rich insight into complex and fluid constructs.

Item Type:	Book Section
Uncontrolled Keywords:	Sheffield Business School Research Institute; Department of Management; Marketing and Strategy
Identification Number:	https://doi.org/10.4324/9781003310877-6
Page Range:	99-118
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	07 May 2024 09:37
Last Modified:	07 May 2024 10:01
URI:	https://shura.shu.ac.uk/id/eprint/33678

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