Mapping the research journey – a visual and reflexive ethnographic framework

My PhD research explores identity and leadership in football through an ethnographic lens. My field research was 4 years embedded within a football club to examine social dynamics, coaching methodologies and performance cultures that shaped leadership. Using participant observation and reflexive narrative techniques, my research investigates how coaches and players navigate power structures and team cohesion in competitive sport. Stemming from this broader doctoral project, this presentation introduces a methodological framework by conceptualising the research process as a transport system, inspired by the London Underground map. This concept map sets out phases of the research journey, covering pre-fieldwork, field immersion, and postfieldwork synthesis, providing a clear yet flexible guide for qualitative researchers. Using commonly recognised symbols to signify entering and exiting the field, the framework highlights the emotional and methodological transitions of my ethnographic research (Hammersley and Atkinson, 2019). Interchange stations represent reflexivity and data interpretation, aligning with Goffman’s (1959) theory of identity performance. Thematic elements illustrate storied analysis (Frank, 2010), emphasising narrative ethnography. By mapping my research as a structured yet evolving system, this schematic makes qualitative research more accessible, bridging academic rigor and creative representation (Pink, 2007). My concept map acts as an ongoing reflexive tool, reinforcing the non-linear nature of ethnographic inquiry (Finlay, 2002; Madden, 2010). This presentation will conclude on how my concept map has helped me to envisage, conduct and conceptualise my research in sports ethnography, identity, and leadership research.