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Qualitative Market Research: An International Journal Cover Image for Volume 29, Issue 1
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Volume 29,
Issue 1,
14 January 2026
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Qualitative Market Research: An International Journal publishes scholarly research from around the world that aims to further the frontiers of knowledge and understanding of qualitative market research and its applications.

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The price of belonging: impulse buying in live shopping among low-income youth
Flipping the script: consumer reactions to gender role reversals and power dynamics in sexualized advertising
Feminist collaborative autoethnography (FCAE): a framework of care, reflexivity and resistance in marketing and consumer research
Decoding consumption – savings trade-off for Indian middle class in the new normal
What drives employees to develop their personal brands at work? Appeal, authenticity, and influence
Open access articles
April 29 2025
When hate does not last: the evolution of brand schema in online communities
Shoaib Ul Haq, Ray Yiu-Keung Kwok
April 29 2025
The user experience of voice assistants in retailing: a qualitative comparative study
Obinna Alo, Olasumbo Wright et al.
January 23 2025
Imagination workshops as a creative method for exploring the sociomaterial dimensions of privacy
Johanna Horppu
November 15 2024
A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective
Muhammad Arsalan Nazir, Hadia Rizwan et al.
August 14 2024
Founders and their brands: how founder identity matters in small firm branding
Hanna Astner, Johan Gaddefors

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Dr Elina Närvänen

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