Envisioning consumers: how videography can contribute to marketing knowledge

Belk, Russell W.; Caldwell, Marylouise; Devinney, Timothy M.; Eckhardt, Giana M.; Henry, Paul; Kozinets, Robert V.; Plakoyiannaki, Emmanuella

doi:10.1080/0267257x.2017.1377754

Cited by 34 publications

(33 citation statements)

References 59 publications

(39 reference statements)

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“…Taking photos one-step further; video usage is also advocated as another method for exploring consumer perceptions of services marketing (Belk and Kozinets, 2005;Belk et al, 2018). Termed 'videography', the approach can be employed in a number of ways such as recording interviews and observations but can also be used by consumers to capture their own experiences (Kozinets and Belk, 2006).…”

Section: The Use Of Photographic Elicitation By Academic Researchersmentioning

confidence: 99%

Exploring the ZMET methodology in services marketing

Hancock

Foster

2019

JSM

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Purpose This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights. Design/methodology/approach This paper explores how ZMET interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. This paper draws upon a study of 24 student experiences at a UK university. Findings Adopting this qualitative method for services marketing can counter depth deficit when compared to other qualitative approaches, because it is participant led. However, the method requires competent interview skills and time for the interview and analysis. We find that ZMET has not been widely adopted in academia because of its commercial licenced use. The paper illustrates how to use the ZMET process step-by-step. Research limitations/implications Findings are limited to student experiences. Further research is necessary to understand how researchers could use ZMET in other areas of services marketing. Practical implications This paper provides guidance to researchers on how to use ZMET as a methodological tool. ZMET facilitates a deeper understanding of service experiences through using participant chosen images and thus enabling researchers to uncover subconscious hidden perceptions that other methods may not find. Originality/value ZMET has been used commercially to gain market insights but has had limited application in service research. Existing studies fail to provide details of how ZMET can be used to access the consumer subconscious. This paper makes a methodological contribution by providing step-by-step guidance on how to apply ZMET to services marketing.

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Section: The Use Of Photographic Elicitation By Academic Researchersmentioning

confidence: 99%

Exploring the ZMET methodology in services marketing

Hancock

Foster

2019

JSM

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“…Some tools, such as life narratives and consumer diaries (Roederer, 2012), or visual approaches through images and videos (Peñaloza, 1998;Belk and Kozinets, 2005;Belk et al, 2017) have also been used more often since the introduction of the experiential paradigm.…”

Section: Methodological Renewalsmentioning

confidence: 99%

Consumption experience: past, present and future

Chaney

Lunardo

Mencarelli

2018

QMR

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Purpose The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience. Design/methodology/approach A historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue. Findings First, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives. Originality/value This paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.

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“…Video-based research has the ability to capture the live interactions and dynamics of an experience. Lemke (2007: 40) suggested that video is "a space of visible and audible dynamic activity", which has temporal affordances and produces permanent and accessible observations of an experience, thus addressing the need for a dynamic approach to studying experience, and producing records that allow full immersion in the data for the purposes of analysis (Belk, Caldwell, Devinney, Eckhardt, Henry, Kozinets, & Plakoyiannaki, 2017). The multimodality of videography also provides a basis for translating the aforementioned tacit, aesthetic and embodied aspects of experience into elusive knowledge (Toraldo et al, 2016), by offering "a sense of understanding that is novel and interesting, evocative and emotionally engaging" (Belk et al, 2017: 3).…”

Section: Thatmentioning

confidence: 99%

“…Table 1, below, presents a comprehensive comparison of netnography, videography and screencast videography, highlighting the focus of each method, the opportunities they present, and their shortcomings. ******Insert Table 1 Here****** As such, screencast videography (SCV) is situated in the broader methodological realm as an extension of exploratory and observational research designs (Corbin & Strauss, 2014) and videographic forms of inquiry (Christianson, 2016;Toraldo et al, 2016;Lemke, 2007;Belk et al, 2017;Rokka et al, 2017). It could potentially follow a style of videographic netnography that focuses on the dynamism of digital experiences, live interactions and customer journeys in the form of recorded videographic observations within the digital realm.…”

Section: Thatmentioning

confidence: 99%

Capturing digital experience: The method of screencast videography

Kawaf

2019

International Journal of Research in Marketing

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This paper presents a novel research methodology, screencast videography (SCV), as an approach to studying interactions and experiences in the digital space. Screencasting is a method of digitally-recorded computer/mobile screen output, with or without audio narration. Focusing on the dynamic, highly visual digital environment in which many modern experiences such as e-shopping take place, SCV can be used for videographic studies of digital experiences that are rarely captured by means of traditional videography owing to the private settings of such experiences. SCV is able to capture dynamic experiences in the digital space, opening up opportunities for a wealth of screencast-based research to enhance our understanding of digitallyoccurring interactions, experiences and phenomena. This paper discusses the ontological and epistemological assumptions of SCV and how it is situated in relation to other relevant methodological approaches (videography and netnography). It then outlines, step-by-step, the methodological protocol for SCV and its possible applications. An illustrative example of using this method to study digital experience in the context of online fashion shopping is presented and discussed. This is the first presentation of such a method, offering a promising approach to studying similar experiences in the digital world.

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Envisioning consumers: how videography can contribute to marketing knowledge

Cited by 34 publications

References 59 publications

Exploring the ZMET methodology in services marketing

Exploring the ZMET methodology in services marketing

Consumption experience: past, present and future

Capturing digital experience: The method of screencast videography

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