His research focuses on the question of normality - deviance and norm. Essentially, he examines edging fields (drugs, alcohol, sex, gangs, etc.) from an ethnographic perspective and through Foucault's philosophy and the Chicago school of sociology. From this perspective, he gives method questions an important place and in particular to the relationships of the researcher with his field work. In this, he pays particular attention to the field immersion and supports the renewal of ethnographic writing in consumer research.