Digitalisation of qualitative marketing and consumer research
本文概述了营销与消费者研究中定性研究的数字化进程，反思了AI系统与定性研究原则的冲突，并引入后现象学、AI社会学和以人为本的AI来提出亟待关注的关键问题。
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.