Abstract:

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research. The paper presents expert opinions on the role of provocation in different spheres of social life, as well as an exploratory case study. The case study validates specific provocative techniques and stimulus, as well as overall logic of building the holistic provocative discourse at different stages of the interviewing process. Limitations of the method and possible areas of application in different types of qualitative research are illustrated.