Visual Methods in Marketing and Consumer Research

Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive outlook of visual research methods in the field, highlighting their value and offering a practical guide for researchers. Building on the experiences and discussions of both experienced and aspiring visual researchers, the editors present this book as a ‘go‑to’ guide for doing visual research in marketing and consumer research.

This book encompasses nine chapters guiding the readers through the ABCs of visual research from philosophy to data collection and analysis, with a dedicated chapter on research dissemination. You can expect detailed discussions on the ontological and epistemological stance of visual research as well as an elaborate yet simple to follow guide of all aspects of data collection for various forms of visuals, be it static images, memes, collages, videos, animations and so on.

The purpose of this book is not only to highlight the value of visual methods in consumer research but also to move this work on and offer a ‘go-to hands-on guide’ for novice visual researchers and PhD candidates who wish to conduct rigorous visual research. It will be a valuable resource not only for those particularly across marketing disciplines, including consumer research and behaviour, but also for visual researchers in fields such as sociology and anthropology.

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.