This chapter is an overview of the methodological approach, including an outline of the research design and the recruitment process. Next is a discussion of the value of grounded theory and why it is the most appropriate methodology for this particular inquiry into how individuals actively construct themselves as consumers, how they manage information and emotions about their role in the marketplace, and how they actively reconcile these two processes. In short, grounded theory permits the messiness inherent in lived experience to be perceived by allowing themes to materialize from within the data, rather than being imposed from without. Next comes the demographic information about the participants and a brief discussion some of the obstacles encountered during recruitment, as well as some of the valuable information gleaned from this process.