Chapter 1 is addressed to the expert reader with an interest in more general methodological issues. It argues for the methodological choices at the basis of the study carried out. It may be skipped by the general reader, as well as by readers with an exclusive interest in the Geordie variety. It clarifies that the aim of the book is to demonstrate that Geordie, a variety used in north-east England, is currently undergoing a process of growing popular recognition through association with individuals and social practices perceived to be desirable in terms of affiliation by a wide public. This process has lifted the variety out from its previous associations and stigma. The chapter also invites readers to bear in mind that the phenomena discussed may well relate to other varieties around the world.