As applied linguistics is mainly concerned with solving the language-related problems of laypeople, the examination of folk views constitutes an important research field and its relevance is illustrated in this issue of the AILA review. In this introductory article, we address some of the more general aspects that need to be considered in the scientific investigation of folk views of language and communication. Among those aspects are the nature and significance of folk knowledge and folk attitudes for applied linguistics, the social construction of the roles of expert, scientist and layperson, and the connection between folk linguistic research and other related approaches. As a general introduction into the topic, this contribution prepares the ground for the other articles collected in this issue.