Qualitative Market Research
Scope & Guideline
Innovating marketing practices with qualitative depth.
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal explores consumer behavior through qualitative lenses, examining how various factors such as culture, identity, and emotional connections shape consumer decisions. - Marketing Strategy Development:
It provides insights into the development of marketing strategies that resonate with consumers, particularly in changing socio-economic contexts and during crises. - Sustainability and Corporate Responsibility:
QMR emphasizes research on sustainability, ethical consumption, and corporate social responsibility, exploring how brands can align their practices with consumer values. - Innovative Methodological Approaches:
The journal showcases innovative qualitative methodologies, including ethnography, netnography, and interpretative frameworks, to study consumer behavior in diverse settings. - Phygital Consumer Experiences:
A unique focus on phygital (physical-digital) consumer experiences is evident, analyzing how consumers navigate and integrate these realms in their consumption practices. - Cultural and Social Dimensions of Consumption:
QMR explores the cultural and social dimensions of consumption, including identity, community, and the influence of social media on consumer interactions.
Trending and Emerging
- Phygital Marketing:
An emerging focus on phygital marketing strategies illustrates how brands are adapting to consumers’ hybrid experiences that blend physical and digital interactions. - Sustainability and Ethical Consumption:
There is a growing emphasis on sustainability and ethical consumption, with research exploring how consumers make choices based on environmental and social considerations. - Impact of Technology on Consumer Behavior:
Recent studies are increasingly examining the impact of digital technologies, such as AI and social media, on consumer behavior, highlighting shifts in engagement and expectations. - Cultural Identity and Consumption Practices:
Research is trending towards understanding how cultural identities influence consumption practices, especially within diverse consumer groups and immigrant communities. - Emotional and Experiential Marketing:
There is a rising interest in emotional and experiential marketing, focusing on how brands can create meaningful experiences that resonate with consumers on a personal level. - Collaborative Consumption and Secondhand Economies:
The exploration of collaborative consumption and the secondhand economy is gaining traction, investigating consumer motivations and experiences in these emerging marketplaces.
Declining or Waning
- Traditional Market Segmentation:
There is a noticeable decline in papers focusing on traditional market segmentation strategies, as researchers shift towards more nuanced understandings of consumer identities and behaviors that transcend demographic categories. - Static Branding Approaches:
Research on static branding strategies is less prevalent, with a move towards dynamic brand experiences and the role of consumer engagement in shaping brand narratives. - Consumer Loyalty Metrics:
The focus on traditional consumer loyalty metrics is diminishing, as the journal emphasizes deeper relational aspects of consumer-brand interactions rather than transactional loyalty. - Single-Method Research Designs:
There is a waning interest in single-method qualitative studies, with a growing preference for mixed-method approaches that provide a more comprehensive view of consumer phenomena. - Narrow Focus on Quantitative Insights:
Qualitative insights that merely validate quantitative findings are becoming less common, as the journal advocates for qualitative research that provides substantial theoretical contributions.
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