Use of photography and video in observational research

Purpose – This review aims to examine how photography and video have been used in a variety of fields. Design/methodology/approach – The paper examines how these visual methods have and can be used in marketing. Findings – Photography and video have important strengths. They help us overcome the typically fleeting nature of observation. They also allow us to record behavior in its situational context, allow for reflection, informants, coding, and use of the behavior or situation for illustration. In addition to their analysis of behavior, visual methods can also be used for the purpose of analysis of environments. Photographs and videos can also reveal insights into the interpretive side of the equation – examining people’s focus and interpretation of their behaviors and rituals. This visual information can be qualitative – aiming for naturalistic, descriptive, and “rich” data; they can also be used to quantitatively measure circumstances and events. Originality/value – Understanding the potential uses of photography and video in observational research as well as their strengths and weaknesses will allow us to gain the most value from their application.