Postulating Consumers: How Marketers Conceptualise Consumers in the Era of Big Data Analytics (thesis data)

Qualitative data collected and analysed for my PhD Thesis on big data analytics in marketing. The data consists of qualitative key-informant interviews with marketers and data analysts (and similar). All data has been pseudonomysed in regard to the identity of the participants as well as their organisational affiliation and location. Throughout the interviews, initials were used. Where names are used, these are pseudonyms as well. Only their broad industrial affiliation is included for context purposes. More information about the participants can be found in the Methods Chapter of the thesis.