Purpose – This paper aims to offer both a practical and reflective stance on a longitudinal multi-method interpretive consumer research project carried out with tween girls. Design/methodology/approach – This multi-layered approach to data collection, involving qualitative diaries,...

Purpose – This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens of liminality and its implicit elements, the notion of boundary creation inherent in age‐based market...