Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the Editors present this book as a ‘go to’ guide for doing visual research in marketing and consumer research.
The book encompasses three key sections guiding the readers through the ABCs of visual research from philosophy to data collection, and analysis; with separate chapters on dissemination and ethics. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals be it static images, memes, collages, videos, animations and so on. It also includes a number of chapters discussing key methods and approaches to analysis of visual data which can help guide your approach to visual data analysis.
The purpose of this book is not only to highlight the value of visual methods in consumer research but to move this work on and offer a ‘go-to hands-on guide’ for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource for those particularly across marketing disciplines, including consumer research and behaviour, but also to visual researchers in fields such as sociology and anthropology.
This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers.
Chapter 1: Introduction
Fatema Kawaf and Ofer Dekel-Dachs
Chapter 2: Visual Data Sources for Marketing and Consumption History
Terrence H. Witkowski
Chapter 3: Videographic and Visual Consumer Research: The State of the Art
Russell Belk and Robert V. Kozinets
Chapter 4: Videography: Philosophical Underpinnings
Joel Hietanen and Joonas Rokka
Chapter 5: Screencast Videography: Capturing Experience in Virtual Worlds
Fatema Kawaf
Chapter 6: A Guide to Conducting Participatory Collage Consumer Research
Ofer Dekel-Dachs and Emily Moorlock
Chapter 7: Lived experience mapping: Getting the most out of longitudinal,
complex and emotive stories with participant-generated visuals.
Jane Brown and Jillian Dawes Farquhar
Chapter 8: Multimodality in Visual Research
Erhard Lick
Chapter 9: Dissemination of Academic Research Using Visual Methods
Chapter editor: Ashleigh McFarlane.
Contributors: Ashleigh McFarlane, Natalia Yannopoulou, Koblarp Chandrasapth,
Darren Kelsey, Scott Jones, James Cronin, Maria Piacentini, Baptiste Cléret,
Holly Porteous, Juliette Wilson and Kathy Hamilton
Fatema Kawaf is an associate professor in Digital Marketing and the chair of the Academy of Marketing Visual Methods SIG an international network of over 300 academics. She is an innovator in visual methods as the founder of the Screencast Videography methodology, a qualitative visual method for studying digital experience. Her work sits at the intersection of digital marketing, consumer research and information systems; it appears in top Marketing and IS journals and has won multiple prestigious awards including the Sidney Levy honourable mention.
Ofer DekelDachs research challenges the conventional paradigm of marketings core elements markets, consumers and brands. Contrary to traditional models that treat these facets as static outcomes shaped by established structures, Ofer asserts that such rigidity results in marketing failures. His paradigm advocates for a shift towards recognising and embracing differences, temporal nuances and dynamic forces. Ofers work and collaborations focus particularly on three key areas: the evolution of self, ethnic and subculture identities; the application of visual methodologies in marketing research; and the intersection of SMEs, informal institutions and global market access. His work addresses identity as a fluid process, champions robust visual research methodologies and introduces innovative strategies for SMEs in developing economies to compete globally in the digital era.
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