Conceptualizing a transformative research agenda☆
Introduction
The Transformative Consumer Research (TCR) movement involves researchers taking a more consumer-focused position emphasizing societal welfare (Mick et al., 2012, Pettigrew, 2001). TCR challenges researchers to undertake studies “that are framed by a fundamental problem or opportunity, and that strive to respect, uphold, and improve life in relation to the myriad conditions, demands, potentialities, and effects of consumption” (Mick, 2006, p. 2). This charge brings with it the challenge of assessing the fitness of current methodological approaches for achieving TCR goals.
TCR embraces a wide range of methodological approaches, yet some approaches are better suited to the task (Ozanne et al., 2011). Current approaches to initiating, executing, and publishing consumer research need to be refined to meet the challenges of TCR. Recently, consumer researchers are proposing alternative approaches to meet these challenges, such as activism research (Wansink, 2012) and action research (Ozanne & Saatcioglu, 2008). A new level of complexity arises with the dual need to produce theoretical advances in knowledge and practical outcomes that improve consumers' lives. This article reviews the traditional research process through a TCR lens, identifying elements that may need reworking. The goal is to enable consumer researchers to break free from favorite research approaches when appropriate to better respond to the methodological demands of the multifaceted and highly complex problems currently facing consumers.
The following sections parallel the flow of the research process, including problem identification, selecting research teams, sampling, recruitment, data gathering techniques, analytical processes, and translating and disseminating results. At each stage, the implications of adopting a TCR focus are discussed and illustrations are provided (see Table 1).
Section snippets
Problem identification: Be consumer relevant
TCR is a product of a growing consciousness among scholars that current research does not adequately address problems significant to the whole of humanity. Myriad problems threaten the development and maintenance of meaningful and peaceful human lives (Mick et al., 2012). Yet these problems, such as poverty or global warming, are often viewed as too grand or complex to study, especially within the boundaries of a single study or discipline. Consequently, researchers tend to conduct incremental,
Advantages of transdisciplinary teams
A consequence of tackling more substantive and substantial research problems is the need for larger, transdisciplinary teams bringing a broader range of knowledge, expertise, and resources to the research task (Choi and Pak, 2006, Choi and Pak, 2007, Rosenfield, 1992, Stokols et al., 2008). Such projects may require a longitudinal approach, lasting for years or even decades, to accommodate iterative data collection and analysis phases (Klein, 2008). This research model is well-established in
Sampling: Remain flexible and creative
Transformative researchers study real-world issues that impact consumer well-being. A reliance on standard approaches to sampling will inevitably encounter obstacles. For example, representative sampling may be difficult among consumer groups that are geographically dispersed, marginalized, or are unwilling to participate in research. In such instances, researchers need openness, flexibility, and creativity. Rigid attachment to orthodoxy can frame challenges as insurmountable, presenting a
Recruitment: Enhance participants' benefits
Both traditional and transformative researchers recruit subjects under the oversight of institutional review boards (IRBs). In the United States, review by IRBs is required for research at public universities receiving federal funding (Protection of Human Subjects, 2009). For social scientists conducting low risk studies, these regulations can be a troublesome hurdle to surmount as quickly as possible (Fiske, 2009). Structural and procedural problems concerning IRBs are well documented and
Data gathering techniques: Get creative, up close, and personal
Historically, positivist paradigmatic approaches to generating knowledge dominate consumer research. Anderson (1986) provides a cogent critique of the problems with this tradition. Recently, more interpretive and post-positivist research approaches are flourishing (Arnould & Thompson, 2005). Despite this apparent diversity of approaches, the dominant paradigms seek to understand or explain behavior rather than partner with consumers to change behavior to enhance well-being (Ozanne & Saatcioglu,
Analytical process: Collaborate
In a traditional approach to research, often the analysis methods are determined at the beginning of the study to test the proposed hypotheses. This approach is efficient and assumes that the researcher as the expert can a priori determine the focus and scope of the study and is equipped to use the analytical techniques and interpret the results. Thus, initial analyses and interpretations are primarily performed by the scholars (Campbell & Stanley, 1963). Although this analytical process can
Research translation—Connect research findings to enhance well-being
Research translation is the term most commonly employed in health research, but this step is relevant to any research program seeking to use findings to effect change. Research translation involves converting prior findings from basic and pre-clinical medical research into clinical and public health applications to improve health outcomes. Translational research involves taking core insights from bench-to-bedside and back, first converting results into actionable insights for clinicians and
Research dissemination—Use engaging and novel communication tools
To achieve TCR objectives, researchers need to embrace more inclusive forms of communication. Currently, research findings are primarily disseminated in academic journals and at professional conferences to which most consumers are not exposed. A broader set of dissemination tools is needed if transformative researchers are to deliver on the promise of real social change. The Internet and social media constitute effective means of conveying information to targeted groups (Mick et al., 2012,
Bias and external validity--Be open and transparent
All research has biases and TCR is no different. Research problems need to be selected from among many worthy topics, necessitating value judgments and prioritization. Each method and perspective is inherently limited (Baker & Gentry, 2006). Given the tendency of TCR to address sensitive issues, consumer vulnerability may be amplified (Downey, Hamilton, & Catterall, 2007). One means of addressing the bias inherent in work of this kind is to engage in complete transparency throughout the
Concluding thoughts
The historic role of the academy is to inform humanity about the state of its existence. This role requires that a wide range of issues affecting humanity be studied. Any limits to studying certain kinds of issues can lead to bias and reinforcement of the status quo. Unfortunately, several forces have combined to thwart the academy's historic role. Far too few academics struggle to examine the most pressing issues confronting humanity. We have discussed the limits arising from the structure of
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The authors gratefully acknowledge the assistance of Melanie Pescud and the helpful comments of Marylouise Caldwell, Bige Saatcioglu, the four anonymous reviewers, and the editors. The authors thank Baylor University for sponsoring and hosting the 3rd Biennial Transformative Consumer Research Conference.
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All authors contributed equally.