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Centre for Responsible Business and CHASM Seminar: "Using pronoun-poetry in research on indebted consumers’ money management"

Date:17 July 2025 |
Time:12:30 - 13:30
Location:Online
Online viewing available

About the speaker

Dr Jane Brown holds a PhD in Consumer Behaviour and has taught at Northumbria University, Sunderland University, Newcastle College, and Gateshead College. Her research focuses on consumer behaviour, financial decision-making, stigmatised services, and communication, with expertise in qualitative methods. She has published in:

  • Marketing Theory
  • Qualitative Market Research: An International Journal
  • Journal of Financial Services Marketing.

Abstract

Poetic inquiry is an emerging alternative method in consumer research, but little attention has been paid to the interpretive potential of pronoun-poems.

This seminar examines both traditional I-poems and lesser-used pronoun variants, based on research with indebted consumers. Dr Brown will show how these creative methods can stimulate new ways of thinking about, analysing, and representing consumer voices.

She will demonstrate how to construct pronoun-poems to uncover relational insights about consumer agency, marketplace power, and socio-affective experiences in the credit market. The session encourages researchers to adopt creative yet rigorous approaches to amplify unheard consumer voices.