ESCP Europe

This book offers a comprehensive guide to contemporary qualitative research approaches in marketing. It starts with foundational concepts like initiating a research project and addresses challenges such as template creep and replicability concerns. The associate professor, Leatitia Mimoun, explores various methods, including consumer interviews (both online and offline), projective techniques, and visual methods in the digital world. It delves into ethnomethodology, the study of markets, and the use of metaphors in automated text analysis. Applications in advertising research, artificial intelligence, and ethnographic practice are discussed, alongside the role of consumer video and the impact of smartphones on research. The book also examines flexible fieldwork and innovative tactics in studying modern consumer culture.