Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants

When researching the experiences of African minorities as immigrants, using authentic or indigenous methodologies requires a deep understanding of both the socio-cultural dimensions of migration and the exclusionary structures within the marketplace. We highlight how indigenous methodologies can be used to examine four themes: (1) market exclusion and structural barriers ( including economic, social, cultural); (2) the use of diverse epistemologies to ensure research on African immigrants incorporates Diversity, Equity and Inclusion (DEI) principles and recognizes the legitimacy of multiple ways of knowing; (3) how African immigrants navigate identity through cultural continuity, adaptation, and resistance; and (4) the validation of African immigrants’ voices and knowledge by positioning them as central actors in the research. Using the Two-Eyed Seeing approach and the Ubuntu African philosophy, we extend our understanding of decolonizing by demonstrating how qualitative consumer research can empower ethnic minority populations with distinct cultural identities and colonial histories, fostering inclusivity and relationality in the field of marketing.