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Presented to: Séminaire international sur les méthodes d’enquêtes qualitatives

The Use of Video Diaries in Ethnographic Consumer Research Journaux Vidéo d’Ethnographie réalisés avec des Consommateurs. Patricia L. Sunderland, Ph.D. and Rita M. Denny, Ph.D. Presented to: Séminaire international sur les méthodes d’enquêtes qualitatives

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Presented to: Séminaire international sur les méthodes d’enquêtes qualitatives

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  1. The Use of Video Diaries in Ethnographic Consumer Research Journaux Vidéo d’Ethnographie réalisés avec des Consommateurs Patricia L. Sunderland, Ph.D. and Rita M. Denny, Ph.D. Presented to: Séminaire international sur les méthodes d’enquêtes qualitatives appliquées à la compréhension du consommateur Faculté des sciences humaines et sociales – Sorbonne Paris, January 2007

  2. What are Video Diaries? • An extension of an ethnographic endeavor • Respondent-created video products • Before or after another ethnographic encounter • Stretching the time and place of our knowledge • Making research a partnership www.practicagroup.com

  3. What are Video Diaries? www.practicagroup.com

  4. An Ethnographic Method • A tradition in ethnographic film (Nanook of the North to Jean Rouch) • Utilized by others in academic and applied realms, e.g., • Maria Pini with young women in UK, changing modes of femininity and issues of social class, etc. (www.women.it/cyberarchive/files/pini) • VIA = Video Intervention/Prevention Assessment, diaries of asthma, cystic fibrosis, overweight, diabetes, etc. Michael Rich, Richard Chalfen et al. (www.viaproject.org) www.practicagroup.com

  5. An Ethnographic Method Asthma – on the way to the hospital www.viaproject.org Cystic Fibrosis – coughing blood www.viaproject.org www.practicagroup.com

  6. A Contemporary Motif • A method of power and promise, technology-enabled • Resonant with contemporary cultural practices • YouTube • Video Blogs (vlogs) • Google video, etc. www.practicagroup.com

  7. A Contemporary Motif • Extension of the reality TV (ad, and everyday) world L’Oréal ad May ‘05 Parisienne August ‘05

  8. Critical Possibilities • Client concern: Are they performing? Is it ‘real’? • Yes, performance and yes, it’s real • Performance a constitutive part of social life • Transmits/telegraphs cultural details • Frame of the performance itself informative • Infused with content and context of daily life • Overall, like all data, a ‘text’ (or ‘sensa’) to be interpreted, not the ‘truth’ www.practicagroup.com

  9. For Example • Investigating (the performance of) beer in the larger life of young men Long Version Short Version www.practicagroup.com

  10. Critical Possibilities • Retains social worlds and relations • Friends and family helping out (and hindering) • Joking, interacting • People (and products) do not exist in isolation • Real life events (can’t help but) infuse diary-making For instance, Dad et al.

  11. Critical Possibilities • Video diaries provide micro-details • Time and place extension to processes • Life in cars, cooking, cleaning, working, shopping, etc. • Time and place extension to products • Existing products: What are the pluses, the minuses? • Trying out new products (purchased and placed) www.practicagroup.com

  12. For Example • For existing products and process www.practicagroup.com

  13. Critical Possibilities • One size does not fit all • A word on ‘mistakes’ • The blockbuster: Which movie should I watch? • Runner up: Am I waiting for water to boil or Godot? • But, can be extremely good, when there is • Something new • Something to show, inherent action • Something to say • About the category or brand • The brand/product relationship www.practicagroup.com

  14. For Example • Pickup trucks: inherent action in their use www.practicagroup.com

  15. For Example • Reflections on category and brand Long Version Short Version www.practicagroup.com

  16. In the End • Respondent-created documentary… www.practicagroup.com

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