Centre for Responsible Business and CHASM Seminar

Title: Using pronoun-poetry to research indebted consumers’ money management strategies 

Date: Thursday 17 July 2025

Time: 12:30-13:30

Venue: online

If you would like to attend, please register using the following link:

Using pronoun-poetry to research indebted consumers’ money management strategies 

Speaker: Dr Jane Brown, Newcastle University

Jane is a Lecturer in Marketing at Newcastle University Business School. Jane has a PhD in Consumer Behaviour, and has previously lectured at Northumbria University, Sunderland University, Newcastle College and Gateshead College. Her research interests lie within consumer behaviour, financial decision-making, stigmatised services and communications. She is an expert in qualitative research approaches. She has published in leading academic journals such as Marketing Theory, Qualitative Market Research: An International Journal, and Journal of Financial Services Marketing.

Abstract:

Poetic inquiry is a part of an emerging body of alternative qualitative methods in consumer research. However, scant research has engaged with the interpretive affordances of pronoun-poems. We advance these conversations by examining traditional I-poems and lesser used pronoun variants. By drawing upon our experiences of researching indebted consumers, we discuss how these methods can stimulate new ways of thinking about, analysing, and representing consumer voices. We demonstrate how to construct I-poems and pronoun-poetry to develop relational insights about consumer agency and marketplace power, and highlight what these insights reveal about consumers’ socio-affective experiences in the credit marketplace. We hope to inspire researchers to be creative and radical (without losing sight of rigour) in using pronoun-poetry to listen to previously unheard consumer voices.