ABSTRACT

This chapter takes an open look at how researchers are using new topographies, technologies, and technocultural rituals and routines in order to reconceptualize what market actors are and do, and most especially, how they should be studied. We are interested in the latest developments in consumer ethnography, as we have experienced and visualized them being practices in our native fields of anthropology, marketing and consumer research, and as it has touched upon industry market researchers and their workings. We do not rehash classic treatments easily available to interested scholars (e.g. Arnould & Wallendorf, 1994; Kozinets, 2010; Spradley, 1979, 1980; Mariampolski, 2006).