Conversations about conducting marketing research in mental health

Purpose The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on consumer mental health. However, the context, terminology and setting may prove intimidating to marketing scholars unfamiliar with this vulnerable population. Here, experienced researchers offer guidance for conducting compelling research that not only applies marketing frameworks to the mental health industry but also uses this unique context to deepen our understanding of all consumers. Design/methodology/approach Common concerns about conducting marketing research in the area of mental health were circulated to researchers experienced working with vulnerable populations. Their thoughtful responses are reported here, organized around the research cycle. Findings Academics and practitioners offer insights into developing compelling research questions at the intersection of marketing and mental health, strategies to identify relevant populations to research and guidance for safe and ethical research design, conduct and publication. Originality/value To the best of the authors’ knowledge, this is the first instructional paper to provide practical advice to begin and maintain a successful research agenda at the intersection of mental health and marketing.

Keywords:

Mental health  Vulnerable population  Consumer research  Mental illness  Marketing research 

Citation:

Jane E. Machin, Madhubalan Viswanathan , Teri Brister, Robert M. Bossarte , Natalie Ross Adkins , Elizabeth Crosby , Justine Rapp Farrell , Ann M. Mirabito , Marie A. Yeh, Jenna Drenten , Mark Mulder, Maria Martik, Deborah L. Holland, and Ronald Paul Hill (2021). Conversations about conducting marketing research in mental health. Journal of Consumer Marketing, 39(6), Pages 569-578. https://doi.org/10.1108/JCM-02-2022-5212