This methodological paper investigates how visual methods contribute to the understanding 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.

中文翻译：

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嵌入式视觉方法在揭示消费者价值观中的应用：数字民族志视角

这篇方法论论文研究了视觉方法如何有助于理解消费者的价值观。该研究采用数字民族志方法，参与者生成的照片和视频揭示了与食品消费相关的复杂和无形的消费者价值。研究结果表明，视觉方法在超越代表性方面非常强大，并为参与者提供了一种使抽象结构更加具体的变革能力。该研究表明，嵌入式视觉方法在向参与者发出“声音”方面具有吸引力，因此他们更加参与研究过程。此外，该研究表明，当文本、声音和图像相互作用时，视觉方法为消费者研究提供了有价值且更完整的见解。