Systematic Sensemaking Offers Unique Insights into Market Experiences

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Summary

Many researchers struggle with developing and writing about their work in a way that is relevant to advertising and marketing practices. This article offers a process—a toolkit of sorts—for crafting qualitative research that is both accessible to industry readers and impactful to the practices of advertising and marketing. A webinar link featuring the authors presenting their findings is also provided for members in the summary below.

Authors’ bios:

Melissa Archpru Akaka (melissa.akaka@du.edu) is Associate Professor of Marketing at the University of Denver’s Daniels College of Business. She is also director of the MS Marketing Program and co-director of the university’s Consumer insights and Business Innovation Center. Her research investigates value cocreation, innovation and diffusion in service ecosystems as well as consumption experiences, journeys and collectives.

Hope Jensen Schau (hschau@arizona.edu) is Professor of Marketing, Executive Director of the McGuire Center for Entrepreneurship, and the James and Pamela Muzzy endowed Chair in entrepreneurship, at the University of Arizona’s Eller College of Management. Her research focuses on innovation, market-oriented technological mediation, practice diffusion and adoption, collaborative value creation, consumption journeys and brand building.