We, herself, and I: Using pronoun-poetry in qualitative research to generate original consumer insights

Jane Brown, Caroline Moraes, Jillian Dawes Farquhar, Newcastle University Business School, Newcastle Upon Tyne, Tyne and Wear, Birmingham Business School, University of Birmingham, West Midlands, Gordon Institute of Business Science, University of Pretoria, South Africa, Institute of Management , University of Wales Trinity St David

Marketing Theory

Published online on June 11, 2026

Abstract

Marketing Theory, Ahead of Print.
This work develops a vision for purposively using pronoun-poetry in qualitative consumer research. While debates regarding knowledge hierarchies continue, poetic inquiry remains underexplored as a means to advance theorisation in this area. Drawing upon ...