In pursuit of relevant and rigorous qualitative research in marketing academia

This commentary addresses the crucial need for rigorous and relevant qualitative research in marketing academia and offers actionable recommendations for scholars to achieve excellence in both these aspects. The recommendations are classified in four categories (1) maintaining rigour while conducting qualitative research, (2) maintaining rigour while writing the qualitative research manuscript, (3) conducting relevant qualitative research and (4) communicating the relevance of the qualitative research while writing the manuscript. The recommendations provided in this commentary have the potential to empower qualitative researchers to produce high-impact research that enhances marketing knowledge and practice. The contributions are intended to resonate with marketing academic scholars, professors, doctoral students, reviewers, and journal editors, ultimately unifying and aligning efforts to elevate the standards and impact of qualitative research in marketing.