RT Journal Article
SR Electronic
T1 The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 185
OP 200
DO 10.2501/JAR-2023-007
VO 63
IS 2
A1 Akaka, Melissa Archpru
A1 Schau, Hope Jensen
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/2/185.abstract
AB Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms. But these data do not capture the complexity of market contexts or address questions about how or why specific behaviors occur. The authors provide a pathway for unearthing insights from deep data to inform marketing strategy. They call for the use of qualitative research to organize chaos, capture lived experiences, and investigate diffusion of social practices. This paper offers a primer for crafting managerially relevant articles. The authors demonstrate how to use qualitative methods through a practitioner-oriented, systematic sensemaking process.