Editorial

Citation

Tiu Wright, L. (2012), "Editorial", Qualitative Market Research, Vol. 15 No. 2. https://doi.org/10.1108/qmr.2012.21615baa.001

Editorial

Article Type: Editorial From: Qualitative Market Research: An International Journal, Volume 15, Issue 2

The qualitative papers in this issue demonstrate a range of pertinent and interesting aspects about how individuals think and behave in various settings and the creative talents of researchers. The first paper concentrates on the importance to food producers and consumers of getting the right information and creates a suggested framework to contribute to this. A research setting with intermediaries in the wine market for the second paper creates an opportunity to explore the notion that New Zealand wine producers are making deeper penetrations into two specific wine markets of Asia. What is in the eye of the beholder for museum visits in the third paper reflects on what influences there are on visitors. The fourth paper delves into ethnography with examples whilst the fifth explores attitudes to living with less and getting used to it. The sixth paper brings us back to childhood memories of food consumption, this time with the aid of video diaries.

Jesper Clement, Mette Skovgaard Andersen and Katherine O’Doherty Jensen from the University of Copenhagen have helpfully provided a framework aimed at understanding and handling misleading information in the shopping sector. Good quality information is vital for problem-solving and so the lack of information or the mis-interpretation of it creates difficulties for individuals and organisations. The authors of this first paper contend that when consumers discern product information as being misleading, disclosure is preferable on the part of food producers if their long term brand reputations and corporate social responsibilities are to be upheld. There are useful perspectives drawn from their qualitative interviews and application of theory that have helped the authors to propose their framework.

Discourse as a qualitative technique forms a cornerstone of the second paper by Michel Rod, Nick Ellis and Tim Beal from Canada, Uk and New Zealand, respectively. The authors probe the roles and influences of cultural intermediaries taking account of explicit and implicit elements within their cross-cultural relationships. From accounts with them and key stakeholders the authors explore reasons for potential influences that have allowed New Zealand wines to achieve a greater presence in Japan and Singapore. A range of issues is explored contrasting positive and negative constructions of the self to evaluative positive and negative positioning by intermediaries with legitimisation sought by the various speakers in their discursive constructions. The paper contributes to the understanding of cultural intermediaries in these regional wine markets.

Intriguingly the third paper explores the various dimensions leading to re-enchantment strategies. Information gathered by Rémi Mencarelli and Mathilde Pulh from France on the application of visual ethnology has helped them to identify various dimensions in museum offers leading to hybrid offers and re-enchantment of individuals with their museum visits. The authors supply vivid examples as shown in their tables.

In looking at what is mundane and complex the fourth paper is an evaluation of the value of ethnography in exploring customer-oriented marketing phenomena. Using theoretical sources, Karolina Wägar from Finland conducted an ethnographic study of a small sample of car salespersons and service advisors in a car retailing company followed by information gathering with frontline personnel in a procurement company. Her contribution is multidimensional in forging understanding of how direct and indirect learning, learning tools, learning context and professional identity all aspire to building trust and social bonds for the individuals concerned.

Moving from the attempts to attract more customers and build relationships, the fifth paper is a departure in its consideration of living with less. Jeanine Schreurs, Pim Martens and Gerjo Kok from The Netherlands take an experiential view of how the construction and reconstruction of personal lives impinge on consumption amidst a background of limited finance. Is it important to be able to live with less? For some it is unavoidable. Behavioural and consumption issues cover the impact of having less leading to transformations of individuals attempting spending reductions. So the authors formulated a seven-stage model to show such processes and their transformation model of living with less to highlight common characteristics, including social, political and cultural associations.

The sixth paper by Pepukayi Chitakunye is a departure from adults to the world of childhood consumption. The study gave a voice to children to express their consumption processes with video diaries, interviews and observations. The emergent transformations are organised around three core themes that included authenticity from the children’s voices, multiple realities, empowerment and taking control. The contribution of the study lies more in its methodological applications of study with a specific young target group rather than solely relying on the adult interpretations of young lives.

All the authors bring enlightened insights from their qualitative studies and are thanked for their contributions to the journal. Much appreciation also go to the members of QMR Editorial Board in conducting the reviews for this issue and making this issue a success.

Len Tiu Wright