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Shifting positionalities: the challenges of researching class-based marginalised service workers in postcolonial contexts.

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Title: Shifting positionalities: the challenges of researching class-based marginalised service workers in postcolonial contexts.
Authors: Azikiwe, Evelyn1 (AUTHOR) e.azikiwe@shu.ac.uk, Hirst, Craig1 (AUTHOR)
Source: Journal of Marketing Management. Nov2025, Vol. 41 Issue 15/16, p1673-1697. 25p.
Subject Terms: *SOCIOECONOMICS, IDENTITY (Psychology), RESEARCH methodology, POSTCOLONIAL analysis, NIGERIANS, CONSUMER behavior research
Geographic Terms: NIGERIA
Abstract: 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. To address this, our study, which notes the challenges to researching members of marginalised communities, explored the complex process of identity transformation within class-based groups in Nigeria. By reflecting on our research design choices, we offer insights to help future researchers navigate the challenges of studying marketplace actors in similar contexts. In so doing we acknowledge the fluidity of positionalities that are required for this type of study and that a key trait for researchers undertaking such work is methodological flexibility. [ABSTRACT FROM AUTHOR]
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Database: Business Source Index
Description
Abstract: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. To address this, our study, which notes the challenges to researching members of marginalised communities, explored the complex process of identity transformation within class-based groups in Nigeria. By reflecting on our research design choices, we offer insights to help future researchers navigate the challenges of studying marketplace actors in similar contexts. In so doing we acknowledge the fluidity of positionalities that are required for this type of study and that a key trait for researchers undertaking such work is methodological flexibility. [ABSTRACT FROM AUTHOR]
ISSN:0267257X
DOI:10.1080/0267257X.2025.2559931