LAUSR

This article is different, in a good way. This article draws inspiration from Australian Indigenous scholar Nakata’s (2007) theory of the cultural interface—the touchpoint between Western knowledge systems and Indigenous knowledge systems. Come with me, and let me tell you a story about Indigenous methodologies and other acts of research sovereignty using an Indigenous storytelling methodology. Let me tell you about my reflections as an Aboriginal marketing professor, and be warned, I will challenge you with provocative questions designed to shock you into new thinking and truth-telling. I will also provide guidance to improve your market research practice.