1st Edition
Visual Methods in Marketing and Consumer Research
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
Biography
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 Dekel‑Dachs’ research challenges the conventional paradigm of marketing’s 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. Ofer’s work and collaborations focus particularly on three key areas: the evolution of self, ethnic and sub‑culture 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.
