Summer Research Reflections: Katie Vanderby, BCom/20

As the economic fallout from COVID-19 worsens, the future of retail is in flux. Secondhand consumption is coming to the forefront of retail markets as many consumers are foregoing a pair of new Nike Air Max sneakers for a pair of used shoes. Over the past four months I had been given the opportunity to work alongside Professor Leighann Neilson and delve into research regarding the rise of secondhand consumption. During these unprecedented times, many consumers are rapidly changing their demands and shopping habits. Through multiple online interviews and countless research articles, I have been gaining further insights into the changing motivations of today’s thrifty consumer.

Phases of Research

In the beginning phases of research my goal was to explore prior work conducted on vintage, thrift, and secondhand consumption. Fast forward through twenty journal articles, two podcasts, and constant googling, I had developed a better understanding of what my summer research would consist of. Through a combination of theoretical research, various frameworks, and high-quality examples I began establishing a solid foundation on which my personal research could flourish. I formulated multiple questions and highlighted consistent themes to further explore during interviews. This helped me gain a better understanding of why consumers prefer to shop secondhand rather than a typical fast fashion store. Some common motivation themes found among journal articles included environment, income, uniqueness, and cleanliness. I quickly found myself very intrigued spending my free time wanting to read more journal articles and listening to podcasts in hopes to find more themes to add to my list. My love for research expanded and it became clear that secondhand consumption was my calling.

As an avid thrift shopper, I was surprised by the range of motivations presented in prior academic research. I was excited to begin online interviews to hear the opinions and motivations of others who have the same passion as I do. I started interviewing a few close friends to test the waters. Once I got comfortable with the video recording platforms, interviewing others became fun and conversations with informants appeared more natural. To my surprise, a handful of people contacted me wanting to participate in interviews. Questions were proposed more as conversation starters allowing interviewees freedom to express their own views and opinions. Although I had a set list of questions, I regularly noticed new topics of interest stimulated by interviewee’s responses.

Currently approaching the end phases of research, I have been in the process of transcribing interviews. Transcribing is very tedious and vulnerable to mistakes. It definitely is not my favorite part about research, but it has made me more aware of my interviewing technique and allowed me to adapt interview questions for future participants.

Setbacks in Research

My experience throughout the summer was filled with many moments both good and bad. With global restrictions on social contact, I was confined to my tiny apartment and faced with new challenges. Typically, I stick to a routine schedule; out of the house by 8:30 a.m., coffee in hand, and at Macodrum Library before anybody can take my favorite seat. For some reason the heat of the fluorescent light on fourth floor calls my name and I can finish almost all my work in one sitting. For the first few weeks I struggled adjusting to the new work-from-home atmosphere. My motivation to complete my work was quickly decreasing and I was giving into temptations to stay in bed all day. In order to overcome these challenges, I began creating schedules and routine plans as if I was leaving the house. Reducing the amount of distractions and creating a single workspace within my home helped to get back on track. Additionally, I can confidently say I have a love/hate relationship with technology. I frequently deal with spotty WIFI, fuzzy audio, and pixelated images. In person connection adds a unique feel to an interview so it took a few tries to ensure I was properly reading participants’ body language and facial expressions.

Online interviews have presented many challenges but slowly I have been getting better at dealing with them. The transition from school to home has helped me gain some realistic work-from-home skills.

In conclusion, the past four months as a research assistant have been enjoyable. Through trial and error, I have gained new skills and expanded my knowledge on a fascinating topic. Part of what made my research satisfying was the thrill my participants displayed when telling stories of their favourite secondhand finds or their crazy shopping experiences. The excitement of others encouraged me to continue.