Tread Softly: Using Videography to Capture Shopping Behaviour

Rather than relying on participant recall or manual observations, a videographic study monitoring supermarket shoppers was undertaken. It revealed that whilst there are obvious advantages in capturing real-time activities, there are limitations as well. Depth interviews viewing the recording were held to discuss the reasons behind shopping activities and this actually limited the conversation rather than expanded the topics. When the video was taken from the interview, a broader exchange resulted and revealed richer results. This doesn’t negate the benefits of videography, rather, it provides a complimentary methodology which be translated into discerning research that develops consumer understanding.


Daniela Spanjaard and Lynne Freeman (2006) ,"Tread Softly: Using Videography to Capture Shopping Behaviour", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 26-29.


Daniela Spanjaard, University of Technology, Sydney - Australia
Lynne Freeman, University of Technology, Sydney - Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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