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Digitalisation of qualitative marketing and consumer research

Janice Denegri-Knott

Marketing Theory2026https://doi.org/10.1177/14705931261430781article
AJG 3ABDC A
Weight
0.50

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.

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https://doi.org/https://doi.org/10.1177/14705931261430781

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@article{janice2026,
  title        = {{Digitalisation of qualitative marketing and consumer research}},
  author       = {Janice Denegri-Knott},
  journal      = {Marketing Theory},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14705931261430781},
}

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Digitalisation of qualitative marketing and consumer research

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.