Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes

Abstract

Discussion/findings

Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

Citation

Edirisingha, P., Aitken, R. and Ferguson, S. (2014), "Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 191-215. https://doi.org/10.1108/S0885-211120140000016010