What question did this study set out to answer?

To establish and illustrate a hermeneutically grounded interpretive framework for extracting marketing-relevant insights from consumer narratives.

November 1, 1997Journal of Marketing Research

Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories

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Authors

CTCraig J. ThompsonWest Health

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Implication

Qualitative framework demonstrates a three-level hermeneutic method for analyzing consumer narratives, highlighting strategic insights beyond conventional marketing approaches.

Key Points

To establish and illustrate a hermeneutically grounded interpretive framework for extracting marketing-relevant insights from consumer narratives.
Formulated an interpretive framework grounded in the philosophical and theoretical principles of hermeneutics.
Conducted an illustrative qualitative analysis examining three levels of interpretation: individual consumer meaning patterns, cross-consumer patterns, and broad managerial implications.
Compared the hermeneutic approach with means-end chains laddering, voice-of-the-customer methods, and market-oriented ethnography.
Application of the three-level interpretive structure systematically reveals latent meanings in consumer stories concerning products, brands, and retail experiences.
Hermeneutic textual analysis captures nuanced cultural and emotional contexts that traditional laddering and ethnographic techniques often overlook.
Analytical success relies substantially on the interpretive creativity and domain expertise of the researcher to translate narrative patterns into actionable marketing strategies.

Cite This Study

Craig J. Thompson (1997) studied this question.

synapsesocial.com/papers/69df092ed5404a0bea5918e5 https://doi.org/10.1177/002224379703400403

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Implication

Qualitative framework demonstrates a three-level hermeneutic method for analyzing consumer narratives, highlighting strategic insights beyond conventional marketing approaches.

Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories

Discussion

Member takes

Implication

Key Points

Cite This Study

Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories

Discussion

Member takes

Implication

Key Points

Cite This Study

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