Amplifying marginalised consumers’ voices: A case for trauma-informed qualitative methodologies

The lived experiences of marginalised consumers are relatively absent in the marketing canon. In this article, we propose layering a trauma-informed approach onto the qualitative research methodologies of depth-interviewing and collaging to enhance the voices of marginalised consumers.

While some researchers strive to incorporate the experiences of marginalised consumers into marketing research praxis (e.g., Adkins & Ozanne, 2005; Crockett, 2017), many of these voices are still muffled in marketing canon. It is critical to capture...

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