Professor Varsha Jain, a renowned scholar and AGK Chair Professor of Marketing at MICA, shares valuable insights from her research-driven book, Qualitative Research for a Digital World.

In this episode, Dr. Varsha Jain delves into her book Qualitative Research for a Digital World, offering practical tools and insights to navigate digital research with confidence. The book provides step-by-step methods, real-world cases, and reflective exercises - making it a go-to guide for students and researchers across disciplines aiming to master qualitative research in today's digital era. Prof. Jain brings over 23 years of teaching and research experience, with a portfolio of 180+ publications in top international, national, and trade journals, book chapters and case studies.

Prof. Varsha Jain’s research has been published in leading academic journals such as the European Journal of Marketing, International Journal of Information Management, Journal of Business Research, Journal of Product and Brand Management, and Journal of Consumer Marketing (ABDC A* and A category). She has authored cases for Ivey Publishing and the Emerald Emerging Markets Case Collection, and contributed invited chapters to major marketing textbooks by Dr. Philip Kotler and Dr. Paul Baines. With over 28 national and international accolades to her name, her recent honors include the 2025 SpringerNature Research Award (Professor, India), Best Paper Award at Winter AMA 2024 (USA), Best Methodology Paper Award at the MSP Conference 2023 (UK), and Best Paper (Runner-up) at Winter AMA 2023. She has held visiting positions at Emory Business School, Michigan State University, University of Washington, Greenwich University, and Northwestern University’s Medill School. Prof. Jain currently serves as Deputy Editor of the Journal of Consumer Behaviour and Associate Editor of Psychology & Marketing, Journal of Consumer Marketing, and Australian Marketing Journal. Her research interests span digital marketing, luxury branding, and digital native consumer behavior.

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From Fieldwork to Feeds: Prof. Varsha Jain on Researching in a Digital World

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