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  • Chapter 19 - Method Contestations in Marketography: From ‘Fly on the Wall’ to Methods ‘on the Fly’

  • from Part V - The Secret Life of Market Studies Methods
  • Edited by Susi Geiger, University College Dublin, Katy Mason, Lancaster University, Neil Pollock, University of Edinburgh, Philip Roscoe, University of St Andrews, Scotland, Annmarie Ryan, University of Limerick, Stefan Schwarzkopf, Copenhagen Business School, Pascale Trompette, Université de Grenoble
  • Book:
    Market Studies
    Published online:
    22 November 2024
    Print publication:
    21 November 2024, pp 319-331

  • Summary

    Marketographies – market ethnographies – are rooted in the actor-network theory tradition of ‘following the actor’, emphasizing descriptive methods that should be carried out like ‘a fly on the wall’ (Latour 2005, 136). By understanding the valuation and social life of methods in Market Studies, this chapter uncovers how Market Studies can require scholars to re-evaluate and switch gears from being ‘a fly on the wall’ to enacting different methods ‘on the fly.’ Extant Market Studies have been slow to acknowledge the dynamics of methods. In calling for such acknowledgments in Market Studies writing, I conceptualise methods ‘on the fly’ to highlight how methods contest, and are contested by the field, theory, and research questions. In doing so, I highlight the value of adapting Market Studies methods to capture elusive market practices in a messy and ever-changing world and its impact on producing relevant questions, theories, and market action.