Workshop: Ethnography & Consumer Research - Professor Diane Martin, University of Galway

Event Date: 20 May 2026

Session open to all SBS researchers and doctoral students

Speaker: Professor Diane Martin, Professor of Marketing, University of Galway, Ireland

Time: 10.30-12.00pm

Location: Stenhouse Wing SW1.06 (networking and light lunch from 12.00 noon)

Registration: Invitations to staff and PGR students have been sent via sbs-rke@strath.ac.uk   

Professor Diane Martin is an internationally recognised ethnographic researcher. In this session Professor Martin will lead an expert methodological workshop focused on how do execute effective ethnographic research. This session is open to all academic colleagues and doctoral students across the Business School regardless of discipline and forms part of our Supporting Good Research Programme. This is a tremendous opportunity to benefit from an internationally recognised ethnographic researcher. If you are considering using ethnography in your research, already immersed in the process, contemplating how best to publish your ethnographic work, or simply curious about the method, this workshop is for you!

Diane Martin’s academic research employs ethnographic methods in examining relationships between consumers, communities, and culture. Her academic career includes positions at the University of Portland in the US, Aalto University in Finland, and RMIT University in Australia. She is currently an Established Professor of Marketing at the University of Galway in Ireland.  In her textbook Sustainable Marketing, Diane brings her keen sense for the power of marketing to the problem of how to remain competitive while restoring the Earth’s natural capital and creating greater wellbeing for a global population. Her scholarship has been published in numerous top journals in marketing and allied fields. She is a Senior Fellow of the American Leadership Forum.

Published: 5 May 2026