Shaping epistemic distance: producing and withholding knowledge in market research

Figures & data

Table 1. Stages of the Norna work process, with practices of limiting knowledge on the part of actors.

Stage of research process	Summary of observed practices of limiting knowledge	Recipient of non-knowledge
Preparation	Using licence in describing exactly what questions will be asked; who will do what	Client
Set-up	Keeping the client secret	Respondent
	Handling clients’ wishes to specify study details	Client
Fieldwork	Managing what conclusions clients draw from their observation of study situations	Client
	Keeping respondents from learning too much about study details; purpose of research; nature of client	Respondent
Sorting and analysis	Leaving out detail deemed irrelevant to client	Client
Presentation	Avoiding details not conductive to understanding	Client
	Maintaining the room for further study, rather than contentment with what is gained	Client

Source: Author’s work.

Figure 1. Relationship between researchers and actors across epistemic distance. Source: Author’s work