Qualitative market and consumer research has been gaining importance for years. This book focuses on the fundamentals and key aspects of qualitative market and consumer research by highlighting and justifying the commonalities and connections between various methods and theoretically grounded perspectives. It provides beginners with a foundational orientation that enables them to conduct their own research projects. For advanced readers, the book offers the opportunity to better contextualize their expert knowledge related to specific methods and theories, allowing them to assess and expand the associated potential more effectively and justifiably.