Innovative strategies and successful business models for the consumer market rest on the capability of firms to learn about and from the consumers, in terms of the practices they engage in and the motivations that guide their behaviours and everyday activities. In this course, we will explore and make sense of contemporary consumer phenomena in an inductively inspired empirical research project. The capability to explore and interpret empirical phenomena in terms of basic research, with an open mind and not really knowing what to look for, will be enhanced.