Abstract

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.