Qualitative advertising research

We review the prevalence and use of qualitative methods in advertising, highlighting the ways qualitative methods have illuminated our understanding of all forms of advertising. We begin by presenting a brief evolution into the use of qualitative methods in advertising research, and transition to our own review of the more contemporary uses of qualitative research from 2011 to 2022. We then delve into the range of qualitative methods used to understand people and the ways people ascribe meaning, perceive or talk about advertisements, analyze the meanings within the advertising texts, gain consumer insights for advertising development, and access the perceptions and lived experiences of advertising professionals.