Abstract:

The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption in which experiential consumption is foregrounded forces us to rethink boundaries between researchers clients and consumers. Specifically consumers are not respondents as much as they are authors of experience. Understanding consumer-based meaning constructed through the consumption experience is key for brand analysis and new product development. The result of such analysis is to effectively give consumers a larger voice in the research process which in turn requires a change in research and client cultures - in both what counts as knowing and in ways of communicating.