The use of embedded visual methods in unveiling consumers' values: A digital ethnography perspective

This methodological paper investigates how visual methods contribute to the un- derstanding of consumers' values. The study adopts a digital ethnography approach in which participant generated photographs and videos unearth complex and intangible consumer values associated with food consumption. The findings indicate that visual methods are powerful in moving beyond the representational and offer a transformative capability for participants in making abstract constructs more concrete. The research illustrates that embedded visual methods are compelling in giving “voice” to participants and as such they are more engaged with the research process. In addition, the study suggests that visual methods provide valuable and more complete insights into consumer research when text, sound, and image interplay.