Data Innovation, Real Rules
Introduction
New Frontiers in Market Research, Governance and Validity, Special issue of the International Journal of Market Research; Abstract deadline 1 Mar 2026
POSTING TYPE: Calls: Journals
Posted by: Dan Nunan
Data Innovation, Real Rules: New Frontiers in Market Research, Governance and Validity
The market research discipline is at a pivotal juncture, moving from surveys to algorithmic signals and synthetic data. This transformation necessitates a methodological and ethical reckoning, as innovation risks outpacing regulatory frameworks. To address this tension, the International Journal of Market Research (IJMR) [Note that this is not to be confused with the International Journal of Research in Marketing –ch] invites abstracts for a themed issue exploring the rise of synthesised and alternative data, and the urgent need to balance innovation with governance and responsible practice.
The IJMR invites abstracts (up to 500 words) that present critical conceptual frameworks, robust empirical studies, or future-oriented methodologies that address this challenge. Submissions are welcomed across four key areas of inquiry: the epistemology of synthetic data, AI-driven inference, trust and the regulatory landscape, and the future of insight capability.
We welcome submissions from scholars at any career stage, as well as interdisciplinary submissions involving practitioner-academic collaborations. All methodological approaches are welcome, provided they directly contribute to the themed issue’s focus on the friction between innovation and ethics.
Potential Topics
| 1. The Epistemology of ‘Synthetic’ Data | Focus on validation, generalisability, and ethical/methodological implications of new data forms (sensors, wearables, unstructured data) and the shift from active to passive data collection. |
| 2. AI-Driven Inference and Algorithmic Bias | Focus on new approaches to measurement, segmentation, and prediction to mitigate inherent biases and transparency concerns of AI. Rethinking validity/reliability in automated, real-time data collection. |
| 3. From Consent to Surveillance: Trust in a Changing Ethical and Regulatory Landscape | Focus on new frameworks for ethical and inclusive data use, maintaining trust and informed consent with third-party behavioural sources (e.g., social media), and navigating the friction between innovation and regulation. |
| 4. The Future of Insight: Strategy, Impact, and Capability Building | Focus on new skillsets/organisational capabilities required for insight teams, considering the impacts on the agency–client relationship, and models for effective academia-industry collaboration. |
 Submission Details
Abstracts (up to 500 words) should be submitted to the editors – below – by 1st March 2026 (decisions on a rolling basis). Authors of accepted abstracts will be invited to submit full papers by 31 November 2026 for publication in the 2027 themed issue of IJMR. Authors are encouraged to participate in an impact event in London on 20 April 2026 (held in partnership with the MRS), featuring a paper development workshop and practitioner-feedback sessions. Attendance is not a requirement for publication but is designed to maximise the practical relevance and impact of the work.
- Dan Nunan, University of Roehampton, London (dan.nunan@roehampton.ac.uk)
- Leo Paas, University of Auckland, (leo.paas@auckland.ac.nz)
- Arry Tanusondjaja, Ehrenberg-Bass Institute, Adelaide University (arry.Tanusondjaja@adelaide.edu.au)
Further information about the journal and submission guidelines is available here: