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QDA is sponsored by the Consumer Culture Theory Consortium.


The QDA Workshop is a biennial event offering hands-on mentoring and practice in the analysis, interpretation and writing of qualitative consumer research. It features intensive work sessions that vary in size and mission, depending on the applicant’s level of expertise and stage of the submitted focal project (see next section). Working with senior mentors, teams will tackle issues such as: interpretive problems, iterative cycling from data/literature/theory, and moving from findings to theoretical contributions. Here, qualitative approaches are broadly construed, and include interpretive, ethnographic, videographic, netnographic, semiotic, and phenomenological projects in consumer research. Participants will 1) gain knowledge and practice active mastery of skills in analyzing and interpreting qualitative data; 2) pursue solutions to specific, thorny issues within their research projects; 3) forge relationships with participants and mentors within the CCT community; and 4) improve the quality of their research submissions for publication outlets.


Prospective participants must submit an application. QDA participants typically are doctoral students pursuing degrees in marketing or related fields, who have research agendas that relate to the work broadly described under the rubric of Consumer Culture Theory (Arnould and Thompson, 2005). Priority is given to doctoral students; if space permits, faculty applicants from those in the early stages of their careers (e.g., tenure track, but not yet having achieved tenure) may be accommodated as well.


Application Instructions

Applicants must submit a 5-page (maximum) synopsis of one research project, including what type of data has been collected, what are the research question/s, and any preliminary analysis, by February 1, 2024, to:


Please submit any questions to the QDA chairs, and not the submission email.


Successful applicants will be notified in early April 2024.


QDA Venue & Schedule

The QDA workshop immediately precedes the CCT 2024 conference and will be held on the campus of the University of San Diego. Attendees should plan to arrive in San Diego by late afternoon on July 9, 2024. Information about the CCT conference hotel/s and travel applies to QDA as well.


QDA begins with an opening reception at 6pm on Tuesday, July 9, and concludes at 1pm on Thursday, July 11. The workshop venue is in the same venue as the CCT conference.

  • Tuesday, July 9, 6PM-8PM – Opening Reception (Meet-and-greet, opening remarks over light refreshments), Location: TBD

  • Wednesday, July 10, 8AM-6PM – QDA Workshop (Mix of panel discussions and one-on-one sessions), Location: Knauss School of Business

  • Thursday, July 11, 8AM-1PM – QDA Workshop (Poster Presentations), Location: Knauss School of business


Updates and details will be communicated as the event approaches.

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