Videography in marketing research: mixing art and science

Abstract

Purpose – The purpose of this paper is to present videography as a rising method available for academics. Visuals are increasingly omnipresent in the modern society. As they become easy to create and use, videos are no longer only for ethnographers and specialist researchers. Design/methodology/approach – In the society of “user-content generation,” visual data are incredibly important, original, and powerful sources providing researchers with opportunities to inventively make their results more resonant and more broadly accessible. Findings – Moreover, videography offers the opportunity for researchers to become a kind of artist since they become visual producers. Practical implications – This paper offers concrete advices for researchers who want to to become visual producers. Social implications – Researchers have to make their results more resonant and more broadly accessable. Originality/value – Videography is a new way (an artistic one) to present results of research.