Qualitative Research in Advertising

In spite of the rise of big data and the ease with which online experiments and surveys may be conducted, there is more need than ever for qualitative advertising research. This review considers both the methods and findings of such research. It focuses on the role of qualitative analyses in revealing how ads are “read” by consumers. Methodological approaches considered include observation, depth interviews, projective methods, focus groups, netnography, and videography. Theoretical approaches reviewed include semiotics, reader response, and co-optation theory. Because cultural analyses are a strength of qualitative research, global and cross-cultural advertising research is also examined. The article concludes with an evaluation of the ways in which qualitative advertising research can be combined with data analytics to produce richer and more complete understandings of consumer behavior in response to advertising.