During his studies, he became interested in alternative therapies and the emerging critical perspectives in social psychology, influenced by the work of John Shotter, Kenneth Gergen, and Rom Harré.

Potter then completed a master's degree in the philosophy of science at the University of Surrey, where he studied speech act theory and post-structuralism, particularly the work of Roland Barthes.

His interest in the philosophy of science led him to the new sociology of scientific knowledge, engaging with the work of Harry Collins, Michael Mulkay, and Steve Woolgar.

In 1979, Potter applied for PhD funding at the University of Bath to work with Harry Collins, but the offer was withdrawn due to budget cuts.

Potter joined the University of St Andrews, where he taught statistics and developed a course on discourse, covering various theories and methods that influenced his later work.

One of its key contributions was the development of the analytic notion of 'interpretative repertoires,' adapted from Gilbert and Mulkay's work on scientific discourse, and its application to social psychological topics.

In the early 1990s, Potter and Derek Edwards authored Discursive Psychology, establishing a specific style of work now prevalent in social science journals.

For example, they reanalyzed Ulric Neisser's work on the Watergate testimony, showing how John Dean's accounts of his memory were used by counsel in building the case against Richard Nixon.