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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.