Qualitative research is designed to generate in-depth and subjective findings to build theory.
Combined with the quantitative bias of top-tier journals, many qualitative researchers do not …

Context Over recent decades, the use of qualitative methodologies has increased in medical
education research. These include ethnographic approaches, which have been used to …

This methodological paper investigates how visual methods contribute to the understanding
of consumers' values. The study adopts a digital ethnography approach in which participant …

This is a practical and accessible, yet sophisticated introduction to interpretive methods for
doing qualitative research projects and dissertations. Bringing together concepts of …

In 2019, news of the opening of a waste incinerator sparked a socio-environmental
controversy in a village in the Pyrenees in Catalonia (Spain). With the aim of influencing …

Mid-sized businesses (MSB) and mid-sized B2B businesses (MSB2B) in particular are often
ignored in the research on innovation management. Yet, MSBs are very important for the …

Although there is an ageing population in Europe which acts as an increasingly influential
social and economic force, there remains limited scholarship concerning the involvement of …

This paper explores the challenges of filming as a qualitative research method in practical
school subjects. We exemplify with an observation study using video data collected from …

Purpose The aim of the current study is to investigate how consumer performativity is
enacted through embodiment transformation, based on the theoretical elaboration of the …

Companies use visual representations not only of data but also of their consumers. They
format personas for these consumers who then play an active role in the company, steering …