Where have we come from? Where are we going? How are we getting there? Timelining transitions using creative methods

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dc.contributor.authorLeocadio, Paula
dc.contributor.authorKelleher, Carol
dc.contributor.authorFernandez, Eluska
dc.contributor.authorHawkes, Colin
dc.contributor.funderCork University Hospital Charity Foundation
dc.contributor.funderCork University Business School
dc.contributor.funderSchool of Applied Social Studies
dc.date.accessioned2026-05-21T15:00:02Z
dc.date.available2026-05-21T15:00:02Z
dc.date.issued2026-08-31
dc.description.abstractPurpose: Individuals experience transitions that disrupt everyday life and impact well-being. The transition to self-management of a chronic condition, in particular, involves sustained changes and heightened vulnerability. Although these transitions are increasingly recognized as complex, marketing scholarship often relies on traditional methods that limit how such transitions are explored and understood. This study aims to introduce a novel method for accessing participant-led data in researching health-illness transitions. Design/methodology/approach Timelines are visual representations that support the recollection and sequencing of significant life events. Two participatory workshops were conducted with young people living with type 1 diabetes and family members. Participants created timelines to visually depict the dimensions that situate their healthcare journeys and behaviors, supported by a professional artist-facilitator and reflective practices. Findings: Timelines enabled in-depth participant reflection on the meaning and impact of health-illness transitions over time. The visual process supported participant agency, collective sense-making and active interpretation of lived experiences that are often difficult to articulate verbally due to their complex nature. Originality/value: A key contribution of this study lies in advancing the growing repertoire of participatory creative methods in marketing and consumer research. Specifically, it introduces a novel method for exploring transitions related to health and illness, revealing how vulnerability and agency fluctuate throughout the healthcare journey as individuals navigate shifting roles, relationships and care networks.en
dc.description.sponsorshipThis work was funded by Cork University Hospital Charity Foundation (CUH Charity), the Department of Management and Marketing at Cork University Business School, University College Cork (UCC) and the School of Applied Social Studies, UCC.
dc.description.versionPublished Version
dc.format.extent25
dc.format.mimetypeapplication/pdfen
dc.identifier.authororcidLeocadio, Paula
dc.identifier.authororcidKelleher, Carol§0000-0001-7919-1599
dc.identifier.authororcidFernandez, Eluska
dc.identifier.authororcidHawkes, Colin§0000-0001-6484-0445
dc.identifier.citationLeocadio, P, Kelleher, C, Fernandez, E & Hawkes, C 2026, 'Where have we come from? Where are we going? How are we getting there? Timelining transitions using creative methods', Qualitative Market Research, vol. 29, no. 3-4, pp. 325-349. https://doi.org/10.1108/QMR-04-2025-0096
dc.identifier.doi10.1108/QMR-04-2025-0096
dc.identifier.endpage349
dc.identifier.issn1352-2752
dc.identifier.issued3-4
dc.identifier.journaltitleQualitative Market Research
dc.identifier.otherORCID: /0000-0001-6484-0445/work/215420379
dc.identifier.otherORCID: /0000-0001-7919-1599/work/215421091
dc.identifier.startpage325
dc.identifier.urihttps://hdl.handle.net/10468/18811
dc.identifier.volume29
dc.language.isoen
dc.publisherEmerald Publishing
dc.relation.urihttps://www.scopus.com/pages/publications/105046691435
dc.rights© 2026, Paula Leocadio, Carol Kelleher, Eluska Fernández and Colin P. Hawkes. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/
dc.rights.accessrightsopen access
dc.rights.licensenameAttribution 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.statusPeer reviewed
dc.subjectConsumer vulnerability
dc.subjectParticipatory research
dc.subjectQualitative methods
dc.subjectTimelines
dc.subjectTransitions
dc.subject[CUBS]
dc.titleWhere have we come from? Where are we going? How are we getting there? Timelining transitions using creative methodsen
dc.typeArticle (peer-reviewed)
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