More and more behavioral marketing researchers incorporate non-experimental field data in their research projects. This not only results in multi-method research but also in multi-method review processes, where experimental researchers may be challenged conceptually, analytically, and methodologically. Thus, this special session is designed to provide guidance in the publication process of non-experimental field data in consumer research. First, Stephan Ludwig speaks about conceptual challenges and presents how to build and test theory with field data, focusing specifically on insights obtained from unstructured data such as text, images, and/or video. Second, Francisco Villarroel Ordenes and Paolo Tamagnini tackle the data handling challenge for behavioral researchers and explain how to collect, process, and analyze (unstructured) field data without or with minimal coding skills. Third, Dennis Herhausen addresses the endogeneity challenge of non-experimental field data and summarizes sources and remedies. All speakers will give concrete examples of challenges and pitfalls in their own research and from papers published in behavioral marketing journals. Throughout the session, there will be ample time for questions and discussions with the audience.