The Way You See Is What You Get: Market Research As Marketplace Enactment

Based on the understanding of market research as ideologically embedded performative practices, the presentation explores how a global ethnographic market research practice in a global advertising agency enacts consumer representations and marketplace imageries. The analysis of multi-method and multi-sited data shows the influence of the initial ontological premises of market research methods as they are re-enacted in the ‘findings’ as consumers and marketplaces are reconfigured along different structures of stratification. Hence the presentation empirically substantiates the notion of markets as social constructions.


Sophie Møller Bjerrisgaard (2011) ,"The Way You See Is What You Get: Market Research As Marketplace Enactment", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 70-71.


Sophie Møller Bjerrisgaard, University of Southern Denmark, Denmark


E - European Advances in Consumer Research Volume 9 | 2011

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