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Sophie Duncan-Shepherd is a Teaching Fellow in Business Education at the University of Edinburgh Business School. With a strong research background, she specializes in qualitative methodology and has conducted extensive studies in interpretive consumer research. Her work primarily investigates themes of vulnerability and stigma, particularly in the context of transgender and nonbinary consumers. Sophie’s PhD research delves into the experiences of vulnerability and stigma within societal gender norms, aiming to explore how these norms influence consumer behavior. She is committed to understanding the impact of such societal constructs on diverse consumer groups, employing feminist research methods to bring to light these critical issues.
Department of Marketing