Advocating the Use of Informal Conversations as a Qualitative Method at Live Events

Informal conversations have been used in qualitative research for over 100 years. Whilst originally identified as a minor part of
ethnographic study, scholarly literature in the 2020s has aimed to promote a greater use of the informal conversation method in
qualitative research. In agreement with Swain and King (2022), informal conversations create a greater ease of communication
and often produce more naturalistic data than other forms such as interviews. Using experiences from two qualitative studies at
a range of multi-purpose arenas in the UK and Europe and English association football stadia, this article explores the use of
informal conversations as a research method at live events. It provides strategies and guidance regarding how to successfully
implement this method when collecting data; explains how informal conversations can be recorded effectively; and outlines how beneficial they are in producing valid and authentic data. The article also explores the ethical challenges that are faced when
conducting informal conversations in live event spaces in terms of ethics, validity, and reliability.