Exploring unheard voices: Best practices in interviewing women prosumers in Indian subsistence contexts

A growing body of literature is focused on subsistence markets and how marketing interventions can increase well-being for those whose daily existence a struggle to ensure access necessities life. To understand the lifeworld living at level, interviews are favored as data collection tool. This methodological paper examines interviewing in context with focus women lived experiences affected by intersection gender, power imbalance, culture. The study India. Specifically, we draw upon from three previous author-conducted academic studies conduct reflective analysis that leads series reflections recommendations interview process. calls more work be done area raises need new research paradigm rather than reliance western-oriented approaches may not fit context.