Imagination workshops as a creative method for exploring the sociomaterial dimensions of privacy

Purpose: The purpose of this paper is to introduce imagination workshops as a creative method for studying privacy from a sociomaterial perspective. The workshops incorporate a creative element – the imagination game – into a traditional focus group setting. The imagination game is a role-playing card game that involves participants imagining scenarios set in the future. Design/methodology/approach: The imagination workshop method is illustrated through an empirical study exploring imaginaries of the future smart home. The study encompasses five workshops with a total of 46 participants. Findings: The findings from the empirical application of the method highlight its strengths in uncovering thoughts and feelings related to human–data relations that might be difficult to attain through more conventional methods, such as affective responses to privacy dilemmas. By combining imagination and collaborative activity, less taken-for-granted ideas can be tapped into. Originality/value: The paper contributes to consumer research by introducing a novel qualitative method for studying privacy. By drawing from a new materialism perspective, the imagination workshops bring to light the sociomaterial dimensions of privacy that extend beyond mere cognitive decision-making processes. In this way, the method can be applied to reveal the dynamic and visceral nature of the construct. In addition to privacy research, the method provides ample opportunities for application in diverse contexts interested in technological futures.