La recherche en marketing sur les consommateurs pauvres s’est développée récemment. Les spécificités de ces consommateurs sont à l’origine de difficultés pour conduire des recherches empiriques. Ceci pose la question de l’adaptation des méthodes et des techniques habituellement mobilisées en marketing pour s’engager empiriquement sur les terrains de la pauvreté. Cet article propose un état de l’art pluridisciplinaire des difficultés rencontrées sur les terrains de la pauvreté permettant aux chercheurs d’en prendre la mesure et de les anticiper. De plus, sur la base d’une revue de littérature des méthodes déployées dans 83 recherches empiriques en marketing et publiées entre 1990 et 2021, il leur fournit un vade-mecum comprenant un questionnement permettant de les guider dans le choix d’un design de recherche. Des recommandations concrètes et détaillées sont également formulées pour faciliter leur engagement dans l’empirie de la pauvreté.
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