THE USE OF PHOTO-ELICITATION IN MARKETING RESEARCH

Research proposal: To present an overview of the use of photo-elicitation in marketing studies and to guide future researchers about the use of audiovisual methods. Methodology/approach: This work has an exploratory approach and, to give more robustness to the theoretical revision, a bibliometric research was carried out. Main results: The results indicate that photo-elicitation is applied in conjunction with other research techniques, with greater use in the self-driven format associated with in-depth interviews. The use of visual techniques is increasing, and also the use of software for better data analysis and presentation of results, which favors application in future marketing research. Theoretical/methodological contributions: Since the researches that use photo-elicitation in marketing are diverse and multifaceted, this study intends to contribute in order to organize and classify them in a judicious way. This may help other researchers who wish to use photo-elicitation as a technique for collecting data in their studies. Relevance/originality: Despite the wealth of information that audiovisual resources can provide, it is noted that there are still few authors in the field of marketing who are dedicated to such an application. This work collaborates with the discussions about techniques of data collection in marketing in the literature of research methodology.