Purpose Studying complex phenomena in marketing requires robust multi-method qualitative designs. This paper aims to develop and present a multi-phase, multi-method qualitative market research framework for studying complex phenomena in marketing. Design/methodology/approach Details are given of a four-phase multi-method design used to study a complex phenomenon in marketing − how sustainable brands and consumers co-create sustainability − culminating in the development of a framework. Findings The development and implementation of a four-phase multi-method design illustrates how systematic, meticulous and multi-angled qualitative research can contribute to understanding complex phenomena such as sustainability and can progress theory in this critical space. Three research design principles − layering, coordination and multi-method integration − are identified as essential for theory building when examining complex phenomena. Practical implications Recommendations guide both academics and practitioners to enhance research outcomes in research related to complex phenomena such as sustainability. Originality/value This study offers a multi-phase, multi-method qualitative market research framework designed to support scholars studying complex marketing phenomenon characterised by relational complexity, multiple actors and multi-platform dynamics, or where scholars seek to build theory in this domain.
Dodds et al. (Sat,) studied this question.