Research involving vulnerable consumer populations is on the increase and understanding the social consequences of consumption within different marketing contexts has become a common theme across Consumer Culture Theory, Transformative Consumer Research and Critical Marketing. Yet the diverse difficulties faced by researchers who investigate consumer vulnerability have not been sufficiently addressed. In line with the need for greater reflexivity in research, this paper reflects on our own research experiences and highlights the complexities associated with conducting research on sensitive topics in challenging contexts. With reference to such experiences, we illustrate the phenomenon of researcher vulnerability and discuss its implications for knowledge generation within the marketing domain.
- researcher vulnerability
- knowledge generation
- interpretivist research
- vulnerable consumers
Jafari, A., Dunnett, S., Hamilton, K., & Downey, H. (2013). Exploring researcher vulnerability: contexts, complications and conceptualisation. Journal of Marketing Management, 29(9-10), 1182-1200. https://doi.org/10.1080/0267257x.2013.798677