RENATE BUBER is Assistant Professor in Marketing at the University of Economics and Business Administration, Vienna. She has been Visiting Professor at the Institute for Institutional Studies at Rhamkhamhaeng University, Bangkok, Thailand. She currently heads a two-year research project on consumer behaviour. - JOHANNES GADNER is a researcher at and secretary of the Institute of Knowledge Organization, Vienna, where his main research interests include knowledge organisation, cognitive science, epistemology and hermeneutics. - LYN RICHARDS is Director of Research Services at QSR International, Melbourne, Australia. She is the author of a number of books and has taught qualitative methods and qualitative software to thousands of researchers all over the world.