Interpretive consumer research: two more contributions to theory and practice

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis uses as its foundation context, conditions and consequences which affect the outcome of the story. Addresses the divide between academic investigation and practitioner research and suggests that practitioners may benefit from developing theoretical frameworks to underpin data collection.