Through the Lens: Developing a filmic methodology for marketing and consumer research

Finola Kerrigan, Andrew L. Hart, Kathryn Waite

Research output: Contribution to conferencePaperpeer-review


There is a rich stream of literature which discusses the applicability of filmic methods to marketing and consumer research. Whilst methodological discussion has focussed upon the strengths and weaknesses of film as a data capture instrument there has been limited discussion of the analytical choices made when presenting data through the lens of film. This paper addresses this gap through presenting a schema that draws parallels between the filmmaking process itself and conventional data analysis techniques. We show how the framework can be applied using empirical data from an EPSRC funded study on digital personhood. The framework contributes to methodological theory through uniting the selectivity inherent within the filmmaking discipline with the analytical reflexivity that characterises interpretive research. Within academic practice there are calls for adopting dissemination formats that are impactful, engaging and accessible formats. Our work answers this need by presenting clear and logical guidelines for translating data into film
Original languageEnglish
Publication statusPublished - 6 Jul 2016
Event49th Academy of Marketing Conference 2016 - Newcastle Business School, Newcastle, United Kingdom
Duration: 4 Jul 20167 Jul 2016


Conference49th Academy of Marketing Conference 2016
Abbreviated titleAM 2016
Country/TerritoryUnited Kingdom
Internet address


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