Our research began after the first author obtained permission from a TIA moderator to conduct
the study. We focused on the ways in which members of the community interacted with each other
on forums and recorded significant data. As discussed above in the literature review, we view
interactions between TIA members on the fan site as part of the value co-creation process itself.
Accordingly, we have observed the ways in which TIA members participate in the general life
of the community, share information, argue, and converse with other members of the community.
Although such participant observation may create biases (Avery, 2007), it allowed the researchers to form direct relationships with group members, and therefore be identified as members of the
consumer community what Kozinets calls a recognized culture member (Kozinets, 2002b).
Relevant online conversations were downloaded for analysis, and these data were directly copied,
transcribed, and inscribed during the observation phase (Kozinets, 2002b). Additional data were
collected via ‘personal messages’ (PMs) private messages, much like emails, which are sent
to specific online members.