In market research, intersectionality has been generally overlooked. Through a discussion of the body of literature and offering valuable resources for the integration of intersectionality in marketing research, this article bridges this knowledge gap. It offers an agenda for future research, a comprehensive structure of an intersectional marketing paradigm, a systematic research design process, and pragmatic advice for stakeholders. Three basic elements constitute the foundation of the intersectionality concept: (1) recognizing and seeing overlapping, not separate, social categories (e.g., gender, race, and class); (2) understanding how the intersections combine and interact to create experiences in the marketplace; and (3) exploring how power influences these experiences. The research design map proposed supplies marketing scholars with precise methodological and theoretical approaches, including the formulation of intersectional hypotheses and theories, exploratory analyses of subsamples, inclusive literature analysis, complete demographic reporting, sampling the underserved populations, and strategic contextualization of results. Key questions at the societal, consumer, and organizational levels are emphasized in the accompanying research agenda. Marketing will be better placed to sustain social salience, promote multiple and inclusive theory building, and better capture the lived experiences of hitherto under-researched communities if it adopts intersectionality
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