A1 Refereed original research article in a scientific journal

Methodological proposals for the study of consumer experience



Authors: Larissa Becker

Publisher: Emerald

Publication year: 2018

Journal: Qualitative Market Research: An International Journal

Volume: 21

Issue: 4

First page : 465

Last page: 490

Number of pages: 26

ISSN: 1352-2752

DOI: https://doi.org/10.1108/QMR-01-2017-0036

Web address : https://www.emeraldinsight.com/doi/full/10.1108/QMR-01-2017-0036

Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/30123530


Abstract


Purpose: As the consumer experience literature broadens in
scope—specifically, from dyads to ecosystems and from provider-centric to
consumer-centric perspective—traditional data collection methods are no longer
adequate. In that context, the paper discusses three little-used data
collection methods that can contribute to
this broader view of consumer experience.



Design/methodology/approach: The
article identifies methodological requirements for exploring the broadened view
of consumer experience and reviews data collection methods currently in use.



Findings: The
paper elaborates tailored guidelines for the study of consumer experience
through first-hand, systemic and processual perspectives for three promising
and currently underused data collection methods: phenomenological interviews,
event-based approaches and diary methods.



Research limitations/implications: Although the list of identified methods is not
exhaustive, the methods and guidelines discussed here can be used to
advance empirical investigation of consumer experience as more broadly
understood.


Practical implications: Practitioners can apply these methods to gain a more complete view of consumers’ experiences
and so offer value propositions compatible with those consumers’ lifeworlds.




Originality/value: The paper principally contributes to the literature in two ways: by
defining the methodological requirements for investigating consumer experience
from consumer-centric, systemic and processual perspectives, and by specifying
a set of data collection methods that meet these requirements, along with
tailored guidelines for their use.


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Last updated on 2024-26-11 at 19:48