Methodological proposals for the study of consumer experience
: Larissa Becker
Publisher: Emerald
: 2018
Qualitative Market Research: An International Journal
: 21
: 4
: 465
: 490
: 26
: 1352-2752
DOI: https://doi.org/10.1108/QMR-01-2017-0036
: https://www.emeraldinsight.com/doi/full/10.1108/QMR-01-2017-0036
: https://research.utu.fi/converis/portal/detail/Publication/30123530
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.
article identifies methodological requirements for exploring the broadened view
of consumer experience and reviews data collection methods currently in use.
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.
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.
