Emma's research spans several areas including the sub-disciplinary poles of Transformative Consumer Research (consumer research with the potential for societal impact), Consumer Culture Theory (whereby consumption is explored from a social and cultural point of view) and issues associated with gender and work, with a particular focus on families and fatherhood.

She is currently a researcher with the ESRC Digital Futures at Work Research Centre and Co-I on a cross institutional ESRC funded project exploring the Transition to Parenthood in UK SMEs as well as a ACR-AMA Transformative Consumer Research small grant funded project focused on Everyday Therapeutic Consumption.

Another recent project was the BA/Leverhulme funded project 'Exploring the transition to fatherhood: Shared Parental Leave and the experiences of new fathers' (with Ben Kerrane, Lancaster University Management School). They also worked together on a research into practice project funded by ESRC IAA, partnered with Working Families and the Fatherhood Institute, and focused on the development of a video casebook/toolkit which raises awareness of SPL and families' experiences.