Stars Warm(ing)

Researcher introspection and other forms of introspection under crossfire of scientific debates

Abstract

Our objective is to introduce the topic of scientific introspection, its different forms, strongly criticised from the mainstream marketing perspective. First we present the mostly criticised subjective self introspection (researcher introspection), which means that the researcher observes and analyses his/her personal experience, thoughts and feelings, which then is composed into an autobiography (Brown & Reid 1997). Then we describe forms of guided introspection, we ourselves have used in previous research. The article has been written in order to point out the potential of introspection in future qualitative research practice.