Abstract

A recent trend in qualitative marketing research addresses the roles, meanings and contributions from visual materials and visual methods. Following relatively new trends, such as the interpretive turn, visual data, visual media, and visual methods are commanding greater recognition in qualitative marketing research. This paper, along with the film “Living a Theme,” a videographic study, illustrates the incorporation of visuals into a research project on thematization, and articulates the use of visuals in addition to words. Visuals constitute important means of presenting the research context, developing and pursuing research questions on the phenomenon of interest, and proposing new theses as well as presenting current theses that are in the literature.

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