TY  - JOUR
AB  - Purpose This paper focuses on the analytical importance of voice and the value of listening and representing voices in private contexts. It highlights the under-theorised position of relationality in family research. The paper introduces the listening guide as a unique analytical approach to sharpen researchers’ understanding of private experiences and articulations.Design/methodology/approach This is a conceptual and technical paper. It problematises voice, authority and analytical representation in the private location of family and examines how relational dynamics interact with the subtleties of voice in research. It also provides a practical illustration of the listening guide detailing how researchers can use this analytical approach.Findings The paper illustrates how the listening guide works as an analytical method, structured around four stages and applied to interview transcript excerpts.Practical implications The listening guide bridges private and public knowledge-making, by identifying competing voices and recognises relations of power in family research. It provides qualitative market researchers with an analytical tool to hear changes and continuities in participants’ sense of self over time.Social implications The paper highlights how peripheral voices and silence can be analytically surfaced in private domains. A variety of studies and data can be explored with this approach, however, research questions involving vulnerable or marginal experiences are particularly suitable.Originality/value The paper presents the listening guide as a novel analytic method for researching family life – one, which recovers the importance of voice and serves as a means to address the lack of debate on voice and authority in qualitative market research. It also highlights the under-theorised position of relationality in tracing the multiple subjectivities of research participants. It interrupts conventional qualitative analysis methods, directing attention away from conventional coding and towards listening as an alternative route to knowledge.
VL  - 24
IS  - 1
SN  - 1352-2752
DO  - 10.1108/QMR-04-2019-0052
UR  - https://doi.org/10.1108/QMR-04-2019-0052
AU  - Hutton Martina
AU  - Lystor Charlotte
PY  - 2020
Y1  - 2020/01/01
TI  - The listening guide: voice-centred-relational analysis of private subjectivities
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 14
EP  - 31
Y2  - 2024/04/25
ER  -