Videography: 'New Kid on the Research Block Or Significant Conrtibution to Consumer Research

Videography may be the ‘new kid on the research block’ but what is the actual contribution to consumer research? This paper examines the value of videography as a method with which to enhance our understanding of consumer behaviour. It is compared and contrasted with other popular qualitative consumer behaviour research methods. Tools of analysis such as hermeneutics, discourse and thematic analysis are considered with regard to videography, including a look at the extent to which these tools require adaptation, while conceptual in orientation, a case study is presented in an attempt to develop some of the issues identified.


Shelagh Ferguson and Sarah Todd (2005) ,"Videography: 'New Kid on the Research Block Or Significant Conrtibution to Consumer Research", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Shelagh Ferguson, University of Otago
Sarah Todd, University of Otago


E - European Advances in Consumer Research Volume 7 | 2005

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