Despite increasing e orts to encourage the adoption of eld experiments in marketing research (e.g., Campbell 1969; Cialdini 1980; Li et al. 2015), the majority of scholars continue to rely primarily on laboratory studies (Cialdini 2009). For example, of the 50 articles published in Journal of Marketing Research in 2013, only three (6%) were based on eld experiments. The goal of this talk is to motivate a methodological shift in marketing research and increase the proportion of empirical ndings obtained using eld experiments. The speaker begins by making a case for eld experiments and o ers a description of their de ning features. She then demonstrates the unique value that eld experiments can o er and concludes with a discussion of key considerations that researchers should be mindful of when designing, planning, and running eld experiments.