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 the diversity of their experiences which researchers can use to develop theory and uncover insights for more inclusive marketplaces. However, marginalised group members may find participating in research distressing due to previous traumatic experiences or uncertainties surrounding the research process (Melville & Hincks, 2016). Discussing these topics can be re-traumatising for individuals (Isobel, 2021). While trauma occurs in the general population, those who...

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