{"title":"When respondents become photographers. Participatory photography: Characteristics, implementation, and interest for research in marketing","authors":"Emmanuelle Boch","doi":"10.1177/20515707231157617","DOIUrl":null,"url":null,"abstract":"This work explores an underemployed visual method in marketing research called participatory photography, in which participants take their own photos for the needs of the research project. This hugely appropriate method of interpretive research stands apart from classic photo-elicitation by accentuating respondent participation and using photography as a mode of knowledge to enable a better consideration of the embodied dimension of consumption experiences and an in-depth analysis of how individuals interact with their social and material environment. Here, we connect participatory photography to other visual techniques and provide guidance on putting it into practice, with an emphasis on data production and analysis. The article identifies the domains of marketing in which this method can prove most insightful.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"38 1","pages":"108 - 132"},"PeriodicalIF":0.8000,"publicationDate":"2023-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Recherche et Applications en Marketing-English Edition","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20515707231157617","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This work explores an underemployed visual method in marketing research called participatory photography, in which participants take their own photos for the needs of the research project. This hugely appropriate method of interpretive research stands apart from classic photo-elicitation by accentuating respondent participation and using photography as a mode of knowledge to enable a better consideration of the embodied dimension of consumption experiences and an in-depth analysis of how individuals interact with their social and material environment. Here, we connect participatory photography to other visual techniques and provide guidance on putting it into practice, with an emphasis on data production and analysis. The article identifies the domains of marketing in which this method can prove most insightful.
期刊介绍：
Recherche et Applications en Marketing (English edition) is a peer reviewed academic international journal publishing original research in the field of marketing in French and translated into English. It is a main reference for the development and dissemination of new concepts and new methods in marketing. The journal publishes articles covering any aspect of marketing, including consumer behaviour, communication, retailing, CRM, new product development and more. The journal publishes research articles, research notes, critical state of the art papers, and also articles offering perspectives from other disciplines which might be applied to marketing. Recherche et Applications en Marketing is an official journal of the AFM (French Marketing Association - Association Française du marketing). It is the leading French research journal in the field of marketing which has been published since 1986, and in both English and French since 2007.
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