Building a Research Model Canvas: Ideas for Marketing Scholars

Generating impactful research ideas in marketing can be a challenging yet critical endeavor for scholars. A recent study published in the International Journal of Research in Marketing (IJRM, 2024) offers insights into ideation practices that academics can adopt to develop more relevant, interesting, and influential research projects. The study draws inspiration from the ideation processes used by sophisticated companies and suggests tools and methods that scholars in the marketing field can adapt.

This article explores the key findings of this study and offers practical guidance for marketing scholars on how to generate high-quality research ideas. It will cover the ideation process's phases, including domain exploration, domain immersion, and project design, and will provide recommendations on leveraging artificial intelligence (AI) for idea generation.

The Importance of Ideation in Marketing Research

According to the study, one of the most significant obstacles scholars face is finding a great research idea. The success of academic research hinges not only on how well the research is conducted but also on the originality and relevance of the idea itself. A strong idea can have a profound impact on various stakeholders, including business schools, universities, funding organizations, and industry practitioners.

In marketing, as in other fields, ideas typically begin as vague and immature concepts that require development. Over time, they mature into research projects with the potential to answer meaningful questions that can influence the field. As such, the ideation phase is not merely a precursor to research but the foundation upon which impactful studies are built.

Learning from Corporate Ideation Practices

The study suggests that academics can enhance their ideation process by learning from companies that have mastered the art of generating innovative ideas. Four key dimensions are highlighted to help marketing scholars reflect on and improve their practices:

1. Source: From Isolation to Immersion Many companies have shifted from isolated "lab" models to immersive ideation processes. Immersion involves gathering detailed knowledge by fully engaging with customers and stakeholders. Marketing scholars are encouraged to move away from isolating themselves in their offices and, instead, immerse themselves in the business and consumer contexts that their research seeks to address.
2. Scope: From Few & Narrow to Many & Wide Companies have learned that generating many ideas across a broad scope leads to better results. By increasing the volume of ideas and expanding the search space, firms are more likely to land on a great idea. This practice helps avoid the trap of focusing too early on a single idea that may not be optimal.
3. Sharing: From Late to Early in the Process Companies have embraced the practice of sharing ideas early in the ideation process to reap collaborative benefits. By sharing ideas in protected circles, ideators can benefit from the feedback and perspectives of others, which often leads to the improvement of initial ideas.
4. Selection: From Unstructured & Slow to Structured & Fast In the corporate world, the ability to quickly triage and kill bad ideas is a key capability. Companies use structured processes, such as pitch templates and scoring systems, to evaluate ideas. This approach prevents bad ideas from lingering and wasting resources.

Leveraging Artificial Intelligence for Research Ideation

The study also highlights the potential of AI to revolutionize the ideation process. With advances in large language models (LLMs) and topic modeling, AI can help researchers analyze trends, news, and conversations to identify emerging research areas. AI tools can process vast amounts of text and recognize patterns, providing insights into promising topics before they gain widespread attention.

Practical Guidelines for Academic Ideation

To assist marketing scholars in improving their ideation practices, the study offers a structured process consisting of three phases:

1. Domain Exploration Researchers should begin by exploring multiple domains of interest. This phase involves identifying trends, engaging with collaborators, and analyzing personal interests and strengths. Tools such as PESTEL analysis and backward/forward citation searches can help scholars map out potential research areas.
2. Domain Immersion Once a domain has been selected, scholars should immerse themselves fully in the context of that domain. This phase involves gathering insights from industry practices, consumer behavior, and other stakeholders. The goal is to generate research questions that are grounded in real-world needs and opportunities.
3. Project Design In the final phase, researchers develop ideas into full-fledged research projects. Techniques such as white horsing (conventional solutions) and dark horsing (unconventional solutions) can help scholars explore different angles and refine their research designs. Visualization tools, such as idea napkins and research project canvases, can aid in this process by providing a clear and structured overview of the research plan.

Conclusion

Generating the right research idea in marketing requires creativity, collaboration, and the ability to learn from both academic and corporate practices. By adopting a structured ideation process, immersing in relevant contexts, and leveraging AI tools, marketing scholars can increase the likelihood of developing impactful research ideas. As the study in IJRM (2024) shows, the key to success lies in broadening the scope of inquiry, sharing ideas early, and selecting the best ideas through structured evaluation. With these practices in place, scholars can enhance the quality and relevance of their research, contributing meaningfully to the field of marketing.