presented to: séminaire international sur les méthodes d’enquêtes qualitatives
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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Presented to:Séminaire international sur les méthodes d’enquêtes qualitatives
appliquées à la compréhension du consommateur
Faculté des sciences humaines et sociales – SorbonneParis, January 2007
The Use of Video Diaries in Ethnographic Consumer ResearchJournaux Vidéo d’Ethnographie réalisés avec des Consommateurs
Patricia L. Sunderland, Ph.D. and Rita M. Denny, Ph.D.
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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
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What are Video Diaries?
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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)
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An Ethnographic Method
Asthma – on the way to the hospitalwww.viaproject.org
Cystic Fibrosis – coughing bloodwww.viaproject.org
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A Contemporary Motif
• A method of power and promise, technology-enabled• Resonant with contemporary cultural practices
– YouTube– Video Blogs (vlogs)– Google video, etc.
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A Contemporary Motif
• Extension of the reality TV (ad, and everyday) world
L’Oréal adMay ‘05
Parisienne August ‘05
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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’
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For Example
• Investigating (the performance of) beer in the larger life of young men
Short Version Long Version
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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.
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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)
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For Example
• For existing products and process
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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
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For Example
• Pickup trucks: inherent action in their use
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For Example
• Reflections on category and brand
Short Version Long Version
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In the End
• Respondent-created documentary…