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Experiential research as a methodological framework for studying consumer behaviors in phygital settings

Experiential research as a methodological framework for studying consumer behaviors in phygital... In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: “phygital,” combining physical places and digital spaces. This thought piece aims to advance existing research methodology frameworks by proposing a comprehensive methodological framework that allows marketing researchers to examine consumer behaviors in phygital settings.Design/methodology/approachAn experiential research methodology framework is proposed by reviewing existing methodologies, along with considering the phygital as a new consumption context. The proposed framework can help marketing researchers use multiple data collection processes to create rich insights and develop an in-depth understanding of consumer behaviors in hybrid settings, such as the phygital.FindingsThe experiential research framework emphasizes the shift in methodological thinking by considering four main types of methods – i.e. experiential screening, experiential interaction, experiential immersion and experiential reflexivity – marketing researchers can use to examine consumer behaviors in phygital settings.Originality/valueBy embracing experiential research as a more flexible and adaptable methodological framework to examine phygital settings, marketing and consumer behavior scholars can develop deep knowledge of the examined phenomenon while shifting from online to offline fields, and inversely. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Experiential research as a methodological framework for studying consumer behaviors in phygital settings

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References (23)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1352-2752
eISSN
1352-2752
DOI
10.1108/qmr-12-2022-0178
Publisher site
See Article on Publisher Site

Abstract

In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: “phygital,” combining physical places and digital spaces. This thought piece aims to advance existing research methodology frameworks by proposing a comprehensive methodological framework that allows marketing researchers to examine consumer behaviors in phygital settings.Design/methodology/approachAn experiential research methodology framework is proposed by reviewing existing methodologies, along with considering the phygital as a new consumption context. The proposed framework can help marketing researchers use multiple data collection processes to create rich insights and develop an in-depth understanding of consumer behaviors in hybrid settings, such as the phygital.FindingsThe experiential research framework emphasizes the shift in methodological thinking by considering four main types of methods – i.e. experiential screening, experiential interaction, experiential immersion and experiential reflexivity – marketing researchers can use to examine consumer behaviors in phygital settings.Originality/valueBy embracing experiential research as a more flexible and adaptable methodological framework to examine phygital settings, marketing and consumer behavior scholars can develop deep knowledge of the examined phenomenon while shifting from online to offline fields, and inversely.

Journal

Qualitative Market Research An International Journal – Emerald Publishing

Published: May 5, 2023

Keywords: Experiential research; Experiential research methodology framework; Phygital; Research methodology; Research design

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