Digitalisation of qualitative marketing and consumer research

Journal: Marketing Theory

Publication Date: 01/01/2026

eISSN: 1741-301X

ISSN: 1470-5931

DOI: 10.1177/14705931261430781

Abstract:

In this commentary, I provide a succinct overview of the ongoing digitalisation of qualitative research in marketing and consumer research, reflecting on implications for theoretical advancements and qualitative practice. Key issues arise from the growing use of AI systems, which I argue are not always consistent with qualitative research principles. To address these challenges postphenomenology, the sociology of AI, and human-centred AI are presented and then applied to outline key questions that demand our pressing attention.

https://eprints.bournemouth.ac.uk/41928/

Source: Scopus