Voices in Video

This empirical paper presents an ethnographic marketing research project that utilizes videography to address the problem of how to represent a sense of place. Using an ethnographic methodology combined with film making, the researchers established a collaborative visual ethnography that we believe has the potential to more genuinely represent what a place means to those who live in it. This paper offers two important contributions for using visual ethnography in marketing research. The first is to demonstrate a method of representation that can lead to a greater sense of empowerment and ownership for participants and to new ways of co-creating for researchers. The second is the development of a Video Analysis Protocol that provides a systematic and cumulative approach to analysing video