ABSTRACT
Action research is an alternative approach to conducting marketing research that works with consumers and producers to co-create empirical findings that are timely, relevant, and implementable. These methods are appropriate when consumption phenomena are culturally embedded, multifaceted, and involve diverse stakeholders. The use of local cultural resources is demonstrated through oral histories that leverage the traditional practice of embedded storytelling. Oral histories capture more than simple narrative lines and also capture the important cultural categories that are worth remembering and preserving. The photos capture the rich and multifaceted sociocultural life that may be hidden from the view of outsiders. The meaning of conflict and the methods for handling it are often culturally layered. Collaboration with a member of the consumer community then becomes crucial in the facilitation of these group dynamics. Photovoice is an imported technique that offers consumers new ways to collectively and powerfully represent their needs through potent visual images.
