Conducting culturally appropriate qualitative market research in the Native American landscape

Abstract

PurposeQualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American perspective, one that peers from inside the reservation community outwards, into the non‐native qualitative market research environment.Design/methodology/approachIntroductory description of an indigenous‐based qualitative market research protocol is discussed. A native‐based elder care facility in the reservation environment is used as an example to facilitate conversation on developing an indigenous‐based model as it relates to non‐native qualitative market research methods.FindingsThe paper provides information that is useful when preparing proposals and/or selecting firms to employ in the Native American landscape. The roots of this paper can aid readers to build, implement, and understand culturally sensitive processes in developing a native relevant qualitative model that interacts with current and future market systems.Practical implicationsA list of questions is provided for native committees to use when selecting firms to provide qualitative market research services. The question list also provides a template for non‐native consulting firms to use in the proposal development process.Originality/valueThis paper provides an indigenous model of qualitative market research. It is proposed as a valuable tool for both First Nation communities and non‐native consulting firms world‐wide.