Purpose – The purpose of this paper is to provide a commentary on Professor Lee D. Parker's article on photo-elicitation. Design/methodology/approach – Two exciting possibilities addressed in Parker's paper are discussed: the potential of archival photographs to transcend their status as...

Purpose – The purpose of this paper is to provide a commentary on Professor Lee D. Parker's article on photo‐elicitation. Design/methodology/approach – Two exciting possibilities addressed in Parker's paper are discussed: the potential of archival photographs to transcend their status as...

Shows how ethnographic research improves our knowledge of children by observing how they live their daily lives, contrasting this approach with qualitative research; the latter, though useful, tends to be driven by the client’s own marketing agenda and is less appropriate for new product...