You could do it in a JSON field, and I've personally done that but mostly out of laziness. I think in the end it's better to actually come up with a normalized

You could do it in a JSON field, and I've personally done that but mostly out of laziness. I think in the end it's better to actually come up with a normalized schema. I typically reserve JSON fields for storing data whose schema I don't control. For example, when Stripe gives back a giant chunk of JSON after a transaction, I use a JSON field.