Part 1. Theoretical underpinnings for market sensing. 1, Market sensing and qualitative research : context, philosophy, approach and strategy. 2, The qualitative research process part 1: strategy, planning, and data collection. 3, The qualitative research process part 2: data analysis and data presentation -- Part 2. Market research methods for market sensing. 4, Market sensing using images and emotional scaling. 5, Discourse analysis: analysing talk and text. 6, Consumer ethnography. 7, Social media networks : rich online data sources. 8, Using narrative and storytelling in research. 9, Gamification: using game technology for marketing research. 10, Understanding the customer journey through the prism of service design methodology -- Part 3. Research presentation and research ethics. 11, Communicating your research. 12, Research ethics.