Ethnographic videography and filmmaking for consumer research

Authored by: Ekant Veer

The Routledge Companion to Visual Organization

Print publication date:  August  2013
Online publication date:  January  2014

Print ISBN: 9780415783675
eBook ISBN: 9780203725610
Adobe ISBN: 9781135005474


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It is becoming apparent that videography and filmmaking is increasingly central to ethnographic consumer research, as a means of collecting, analysing and disseminating data in order to understand consumers’ lives and consumer culture. In this chapter, I share some insights from consumer research to develop greater understanding of the uses and misuses of videography as an aid to ethnographic research; that is, how can researchers use video-recording tools to better understand a culture and the nuances associated with it, which cannot be captured without videography.

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