About this Special Issue

Volume 41, Issue 15-16, 2025

Free Access Editorial
Ignored or invisible: challenges to recruiting and researching members of marginalised communities
Dianne Dean, Pallavi Singh & Scott Jones
…This special issue aimed to document marketing and consumer researchers’ experiences and practices and seek to understand how they address the challenges faced when designing, recruiting, interviewing, analysing and disseminating their research…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2577511

Open Access Article Commentary
Method, interrupted
Martina Hutton
Offering a reparative critique of method, in this commentary I draw on the metaphor of interruption to advocate for a derailment of the smooth expectations of what is pre-supposed to occur in the logics of methodology when researching marginalised lives…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2482582

Open Access Article
From participants to partners: advancing consumer involvement in transformative research
Joan Carlini, E. J. Milne, Elizabeth Kendall, Georgia Tobiano & Rachel Muir
This study explores how participatory research, involving consumers as co-researchers, can improve research quality, equity, and accountability. Systemic barriers, limited training, and resource constraints often hinder effective consumer involvement in research, particularly for those experiencing marginalisation and vulnerability…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2522929

Article
Academics marginalised: practices for navigating tensions, resistance, and care
Miikka J. Lehtonen & Michelle I. C. Yang
This study investigates the challenges faced by researchers focusing on marginalised conditions or locations. Drawing upon 26 in-depth interviews, we identify four key tensions: identity, goal, institutional, and legitimacy…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2473440

Article
Unveiling the unheard voices of low-income consumers in an emerging market
Angela da Rocha, Ana Raquel Coelho-Rocha & Estefanie Silva Do Nascimento
This paper presents an overview of empirical research on Brazilian low-income consumers, with a focus on methodological issues…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2549742

Open Access Article
Researching with discomfort: using affective research methodologies to construct knowledge about marginalised groups
Cristina Galalae & Tana Cristina Licsandru
Despite emerging interest in the emotional dimensions of fieldwork and theory, affective research methodologies – which interrogate the role of emotions in knowledge production – remain underexplored in marketing research. In this paper, we introduce affective research methodologies and illustrate how this approach allowed us to produce situated knowledge about a marginalised consumer group as outsider researchers…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2540878

Article
Finding common ground: transcending insider-outsider positionality in consumer research
Ufuoma Arangebi & Emily Moorlock
This article advances understanding of researcher positionality in cross-cultural consumer research by introducing the Positionality Spectrum, a dynamic framework that captures the fluid, situational and affective nature of researcher positionality…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2545533

Article
Shifting positionalities: the challenges of researching class-based marginalised service workers in postcolonial contexts
Evelyn Azikiwe & Craig Hirst
Consumer researchers have explored a range of topics associated with marginalised groups. While the findings from these studies contribute to knowledge of the consumption practices, coping strategies and identity work of such populations in marketplace settings, much of this research fails to appraise the challenges associated with researching such groups…
https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2559931