Visual Methods Network

Academy of Marketing Visual Methods SIG

The Visual Methods Special Interest Group (SIG) is part of the Academy of Marketing and brings together academics and PhD researchers interested in visual, videographic, and creative research methodologies.

The SIG fosters dialogue and advances methodological knowledge through training events, workshops, and shared resources. Activities are designed to support methodological innovation and capacity building across disciplines, with engagement from academic, industry, and other relevant communities.

Membership is free. You are warmly invited to join the SIG and follow our social media channels to stay up to date with news, events, and activities.

Join the VM SIG

Upcoming Events:

Monthly Event – Visual Methods Café: Write & Chat

A monthly, informal space for colleagues working with visual methods to connect, share challenges, and protect time for focused writing.

Format

First 30 minutes: light-touch discussion about what we’re working on and key challenges in visual methods research
Final 60 minutes: silent, focused writing (cameras optional)

This is not a presentation or webinar — just a supportive, collegial space to think, write, and work alongside others.

When: Last Wednesday of every month, 13.30pm-15.00pm UK time.
Where: Microsoft Teams (click for link)

Feel free to drop in with any visual-methods-related work (papers, funding bids, methods sections, analysis, or conceptual thinking).

For the latest updates, please join us on LinkedIn or Facebook to stay updated about upcoming events!

Past Events:

Interpreting Power and Procedural Justice: Police Bodycam Videography

A webinar on 12th January 2022 with Professor Arch Woodside, followed by a panel discussion with Dr Fatema Kawaf, Professor Woodside, Professor Caren Meyers Morrison, Dr Gerard Ritsema van Eckand and Dr Broderick Turner.

Event – Training Workshop on using ZMET Methodology

Wednesday 17th November 2021 at 1pm to 4pm UK time. Run by Dr Charles Hancock. The event is free to attend.

The Power of Visual Methods in Understanding the New Normal

Workshop at the Academy of Marketing Conference 2021, taking place online on the 6th of July 2021. If interested, register for the conference here

The Inaugural Academy of Marketing Visual Methods SIG Meetup

The SIG launch event takes place on 12th May 2021 led by Dr Fatema Kawaf and esteemed guest speakers: Professor Finola Kerrigan, Professor Markus Giesler, Professor Joonas Rokka and Professor Deborah Heisley

About the SIG

The SIG leaders are delighted to welcome you to the Visual Methods Special Interest Group at the Academy of Marketing.

The purpose of the group is to foster a dialogue and expand knowledge on visual and videographic research methodologies and issues among academics and business people and other groupings as appropriate.

The Visual Methods SIG Objectives:

Ultimately the goal is for this SIG to become a destination for researchers, academics and PhD students interested in conducting visual research to find support, guidance, resources, and training to enable them to successfully navigate and adopt the visual method relevant to their research.
Additionally, the SIG aims to foster an environment that facilitates interaction among academics, business people and policy makers relating to the use of visual and videography research.
Disseminate research findings, theoretical contributions, and successful business practices among members. We aim to achieve this by (1) establishing and running a visual and videography research track at the Academy of Marketing conference (TBC) annually (2) organizing seminars and webinars to allow presentations relating to visual research regularly
Various novel visual research methods are on the rise. Be it visual, videography or screencasting, evidently new methods require training and capacity building to allow researchers and PhD students to adopt these methods. As such the SIG will be predominantly focused on organizing and running training events regularly in order to enable this.

SIG Chair:

Prof Fatema Kawaf

Professor in Digital Marketing

Nottingham Trent University

fatema.kawaf@ntu.ac.uk

Deputy Chair:

Dr Ashleigh Logan McFarlane

Lecturer in Marketing

Edinburgh Napier University

a.logan-mcfarlane@napier.ac.uk

Deputy Chair:

Dr Charles Hancock

Senior Lecturer in Marketing

University of Derby

C.Hancock1@derby.ac.uk

Deputy Chair:

Dr Emily Moorcock

Senior Lecturer in Marketing

Sheffield Hallam University

e.moorlock@shu.ac.uk

Published Visual Research from our key members

Kawaf, F. (2019). Capturing digital experience: The method of screencast videography. International Journal of Research in Marketing, 36(2), 169-184.

Kawaf, F. (2014). Capturing online fashion shopping experiences: a screencast videography. Advances in Consumer Research, 42, 757-757.

Logan, A. (2015). Netnography: observing and interacting with celebrity in the digital world. Celebrity Studies, 6(3), 378-381.

McFarlane, A., & Samsioe, E. (2020). # 50+ fashion Instagram influencers: cognitive age and aesthetic digital labours. Journal of Fashion Marketing and Management: An International Journal.

Yannopoulou N, Chandrasapth K, Kelsey D. Conflicts over Authenticity and Overtourism in Destination Branding. In: Theodoropoulou I; Tovar, J, ed. Research Companion to Language and Country Branding. London: Routledge, 2021, pp.389-406.

Yannopoulou N, Elliott R. Open versus Closed Advertising Texts & Interpretive Communities. International Journal of Advertising 2008, 27(1), 9-36.

Yannopoulou, N., Moufahim, M., & Bian, X. (2013). User-generated brands and social media: Couchsurfing and AirBnb. Contemporary Management Research, 9(1).