TY - JOUR

T1 - Storying marketing research

T2 - The twisted tale of a consumer profiled

AU - Quinn, Lee

AU - Patterson, Anthony

PY - 2013/4/1

Y1 - 2013/4/1

N2 - By opening with a story, this article mildly subverts the typical conventions adopted by journal article writers. It is a direct response to calls from within management and marketing studies to embrace alternative modes of expression. Blurring fact (distilled from the findings of in-depth qualitative research) and fiction (distilled from our fevered imaginations), our case study–based story presents the twisted tale of a consumer profiled. By connecting dimensions of marketing, consumption, research, and practice, we seek to question whether digitally-equipped marketers can ever understand the true nature of today's inscrutable consumer.

AB - By opening with a story, this article mildly subverts the typical conventions adopted by journal article writers. It is a direct response to calls from within management and marketing studies to embrace alternative modes of expression. Blurring fact (distilled from the findings of in-depth qualitative research) and fiction (distilled from our fevered imaginations), our case study–based story presents the twisted tale of a consumer profiled. By connecting dimensions of marketing, consumption, research, and practice, we seek to question whether digitally-equipped marketers can ever understand the true nature of today's inscrutable consumer.

U2 - 10.1080/0267257x.2013.771203

DO - 10.1080/0267257x.2013.771203

M3 - Journal article

VL - 29

SP - 720

EP - 733

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 5-6

ER -