Linda, McKitterickArbouw, PaulaSmiler, JBentley-Gray, DDrysdall, JSavage, JL2025-01-202025-01-202024978-1-0670543-0-4https://hdl.handle.net/10182/17986This qualitative study investigates Commercial Marketing Practitioner (CMP) perspectives of academic marketing research (AMR), with a focus on the disconnect of integration of AMR into contemporary industry practice. This research-practice-gap is acknowledged across social sciences. However, further insight is needed to comprehend the factors creating the gap to bridge the gap. Across the literature, scholars have identified the need for theory to drive practice and for practice to stimulate theory development. Both theory and practice are deemed crucial in the continuation of knowledge generation. CMPs operating in dynamic landscapes, such as digital innovation, require timely knowledge to navigate decision making in their professional discipline. 12 semi-structured interviews with CMPs in Australia (2) and New Zealand (10) were conducted utilising quota sampling to ensure a variation of industries, business size, and industry experience. Thematic analysis was utilised to reveal common themes. The results indicate AMR infrequently informs strategic decisions; however, its value is acknowledged. The relevance of AMR is not fully realised due to perceptions the internet (including sources with questionable credibility) provides the more up to date information CMPs require to stay abreast, particularly with regard to technology in a rapidly changing environment. CMPs prefer ‘snackable’ served up content they subscribe to for more tailored ‘content’. Various online platforms, such as social media, are dominant in the dissemination of this information. The results indicate there is an opportunity to integrate the use of AMR in congruence with contemporary CMP requirements, e.g. through bite-sized content in accessible channels. A desire for up-to-date AMR was evident, with a need for guidance on decision making around innovations within the field of marketing. As the innovative information needs evolve, so too is the opportunity for the advancement of this knowledge within AMR, for the profession of marketing.pp.199-199© The AuthorsConference Contribution - publishedhttps://creativecommons.org/licenses/by-nc/4.0/Attribution-NonCommercial