Experiential research as a methodological framework for studying consumer behaviors in phygital settings

Purpose - In this viewpoint article, the author proposes "experiential research " as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: "phygital, " combining physical places and digital spaces. This thought piece aims to advance existing research methodology frameworks by proposing a comprehensive methodological framework that allows marketing researchers to examine consumer behaviors in phygital settings.Design/methodology/approach -An experiential research methodology framework is proposed by reviewing existing methodologies, along with considering the phygital as a new consumption context. The proposed framework can help marketing researchers use multiple data collection processes to create rich insights and develop an in-depth understanding of consumer behaviors in hybrid settings, such as the phygital.Findings - The experiential research framework emphasizes the shift in methodological thinking by considering four main types of methods - i.e. experiential screening, experiential interaction, experiential immersion and experiential reflexivity - marketing researchers can use to examine consumer behaviors in phygital settings.Originality/value - By embracing experiential research as a more flexible and adaptable methodological framework to examine phygital settings, marketing and consumer behavior scholars can develop deep knowledge of the examined phenomenon while shifting from online to offline fields, and inversely.