European Social Marketing Conference 2026

5. Innovation in theory, methods and measuring impact

45 Minute Discussion or Interactive Session

This interactive session introduces a forthcoming special issue dedicated to this conference, examining the role of qualitative research in advancing meaningful social and behavioural change. The session will provide guidance on how to publish qualitative research for behaviour and social change drawing upon insight from experienced researchers, including the journal editors. Qualitative and interpretive approaches provide valuable insight into the lived experiences, motivations, and social contexts that shape how people behave as consumers and citizens.
The session will briefly outline the focus of the special issue before inviting participants to discuss how qualitative methods can generate deeper understanding and contribute to more ethical, inclusive, and impactful social marketing interventions. The session is open to everyone interested in learning how to get published in a high-impact journal, regardless of whether their current conference presentation uses qualitative methods.