Abstract
The research investigated the impact of sustainable branding, big data, and business analytics on the market research industry using an a priori inductive approach with semi-structured interviews. The study sample consisted of 38 participants from the market research industry who had experience working with sustainable branding, big data, and business analytics. An a priori codes approach was used to analyse the interviews to gain insights into the phenomenon and reduce complexities associated with multi-disciplinary research using a newly created reporting methodology model. The findings suggest that sustainable branding, using big data and business analytics, has a significant impact on the market research industry in terms of creating value for customers, enhancing brand image, increasing customer loyalty, and achieving a competitive advantage. The paper concludes with recommendations for researchers, businesses, policymakers and special interest groups to fully understand the potential benefits and strategic challenges of using these tools to support sustainable branding initiatives.