TCR in Europe


Gaining Ground, Shaping Perspectives, Sheffield, UK, 17 Sep 2019


Transformative Consumer Research Pop-Up Conference

TCR in Europe: gaining ground, shaping perspectives

Sheffield University Management School, 17 September 2019 


From its launch in 2005, Transformative Consumer Research – an international movement within the Association for Consumer Research focused on consumer welfare – continues to attract a steadily growing community of Europe-based contributors. TCR’s bi-annual conference opens and facilitates cross-continental collaborations between consumer researchers, academics in other disciplines and experts outside academia tackling many welfare challenges across the world, including intercultural tensions, global youth materialism and the challenges of academics working with social impact stakeholders such as charities and NGOs.

This 1-day pop-up conference is an exploratory attempt to take a ‘zoomed in’ regional focus on TCR in Europe. It seeks to serve as a platform for introducing TCR to interested colleagues new to TCR paradigm and for Europe-based TCRers to share experiences and thoughts on context-informed specifics of conducting TCR work at and across ‘European shores’. In doing so, we look to explore and possibly uncover together whether and what aspects of TCR work in Europe may be in need of contextualisation through theoretical development or more regional empirical work, concerted effort on newly-emerged topics and challenges, methodological adaptations, and so on. We also hope to develop and strengthen connections between researchers interested in advancing TCR in Europe – whether based in Europe or beyond – for sharing best practices and developing new collaborative foci and projects.

The conference is free to attend with lunch and refreshments provided, but participants are requested to make their own travel arrangements. Places are limited: please register as soon as possible but no later than 1 September 2019. In seeking to widen the workshop’s reach, we offer up to ten spaces for ‘virtual’ attendance via a video link to participants based outside of the UK only, available on first-come-first-served basis.

Organisers and speakers: Agnes Nairn (The University of Bristol), Eva Kipnis (The University of Sheffield), Catherine Demangeot (IESEG School of Management) and Maria Piacentini (Lancaster University)

Venue: Sheffield University Management School, The University of Sheffield, Conduit Road, Sheffield, UK, S10 1FL.


Outline programme:

9.30: arrival, registration, coffee/tea

10.00-10.15: Welcome and Introducing TCR (speakers)

10-.15-12.45: Reflections on TCR journeys and conducting TCR work in Europe: Agnes Nairn, Eva Kipnis, Catherine Demangeot and Maria Piacentini

12.45-14.00: Lunch

14.00-15.45: Roundtable (all participants)

15.-45-16.00: Closing remarks


Travel information and tips

Guides and maps for visitors:

Information on accommodation options:;

Getting to Sheffield University Management School from Sheffield train station

Taxi: Uber operates in Sheffield; a local alternative is City Taxis Sheffield – you can pre-book a cab with them on this number: 0114 239 3939. There is also a black cab rank outside of the train station.

Tram/walk: upon arrival to train station, follow the signs to the exit marked ‘trams’ and use the tram stop on the side of the station (e.g., no need to cross tram lines); take the tram marked with a blue letter B (for Blue Route) to the tram stop called ‘University’ (please note, only cash payments are accepted on the tram, price of a one-way trip is £1.80, return £3) – the tram ride takes about 5-10 minutes. From the tram station, it is an enjoyable 15-20 minutes’ walk to the Management School (Google Map via this link: