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Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs.Alternative Research Methods: Market Sensing is a new approach to research that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and brings these methods together in one convenient and accessible book. These methods include:Discourse analysisEmotional scaling Trend tracking Ethnography GamificationThese methods are an addition to the existing repertoire of methods, not a replacement, andAlternatice Research Methods: Market Sensing demonstrates how to integrate these methods into your overall research project for the best results.Including a wealth of cases and strong pedagogy to aid student learning, as well as online teaching aids including a question bank and video content, this ground-breaking textbook is an essential resource for anyone that wants their marketing research to be original and insightful.