The research was based on a secondary analysis of a qualitative market research study conducted for the SABC on the soap opera Isidingo. The data used in the study includes 10 focus groups, five diaries of loyal soap opera viewers who were asked not to watch Isidingo for a week and keep a record of their experience, a focus group conducted with these viewers after the completion of the deprivation exercise, the market researcher’s field notes, the market research report and the academic researcher’s own reflective diary. The analysis was conducted within a hermeneutic phenomenological interpretive framework. A model for the psychological processes that culminate in positive viewing experiences and audience loyalty to a soap opera is presented. The model illustrates how viewers use soap world knowledge and real world knowledge to interpret the characters and storylines of soap operas and that the degree of enjoyment the viewer experiences from viewing, is dependant on the quality of the mental models formed of these respective components. The role that transportation, realism, social influences and timeslot play in the engagement process is also defined. The study illustrates a hermeneutic phenomenological research pathway for qualitative research and demonstrates how market research can be explicated for academic gain. Copyright / Dissertation (MA)--University of Pretoria, 2010. / Psychology / unrestricted