Book excerpt: This book shows that using only conventional methods, such as questionnaires and focus groups, is insufficient. Arguing that autoethnography can provide unique insights into users’ cultural experiences and needs, contributors to this volume introduce the reader to different types of autoethnography. It will empower librarians and information scientists to conceptualise topics for autoethnographic research, whilst also ensuring that they adhere to strict ethical guidelines. It demonstrates how to produce autoethnographic writing and stress the need to analyse autoethnographies produced by others.