In management circles and beyond, companies are rushing to integrate, adapt and exploit big data in their organisations. Following example by Amazon, Netflix, Spotify, Zappos, and Walmart, companies are building big-data solutions to profile customers and to enhance marketing effectiveness via recommendation algorithms seeking to predict what customers are likely to be interested in buying each moment. Business schools, too, are quick to restructure their offering around big data and analytics – it seems as if nothing more is needed. Yet little is said about the kind of understanding and reflexivity that is needed when working with such voluminous data. We believe that important lesson can be learned from ethnographic research, which should be taught to managers obsessed with big data.
I’m thrilled to be co-chairing the 10th workshop in Interpretive Consumer Research (ICR) with Avi Shankar, Kathy Hamilton and Daniele Dalli. The workshop will be organised in emlyon business school on May 9-10, 2019.
The biennial EIASM Interpretive Consumer Research Workshop is a leading consumer research conference in Europe and will be held in France for the second time. The workshop attracts established and emerging scholars mainly, but not exclusively, from Europe. We are interested in examining the symbolic, socio-cultural, historical, ideological and experiential aspects of consumption and we draw our theoretical inspiration from a wide variety of research traditions from the social sciences, arts and humanities. A key feature of the event, that makes it different from a typical conference, is that we strive to maintain the workshop spirit. This means that it is relatively small and intimate and offers an opportunity to discuss ideas in an informal, friendly and supportive atmosphere.
The venue, schedule and details are available on the EIASM Website.
Looking forward to seeing you all in Lyon soon!
I’ve had the great pleasure to be editing the Journal of Marketing Marketing videography special issue “Screening Marketing: Videography and the Expanding Horizons of Filmic Research”, together with co-editors Joel Hietanen and Douglas Brownlie. The issue, which seeks to consider and envision novel video-based research approaches, is freshly published. It contains 9 unique contributions of which 5 have a focal video element — that is also free to access by anyone. We’re also extremely happy to tell that the author and filmmaker line-up features some of the most interesting, brilliant and also experienced names in our field.
Here’s the Table of Contents and links:
- Rokka, J., Hietanen, J., and Brownlie, D. (2018) Screening marketing: videography and the expanding horizons of filmic research, Journal of Marketing Management, 34 (5-6), 421-431. (FREE TO ACCESS)
- Belk, R.W., Caldwell, M., Devinney, T.M., Eckhardt, G.M., Henry, P., Kozinets, R.V. and Plakoyiannaki, E. (2018) Envisioning consumers: how videography can contribute to marketing knowledge, Journal of Marketing Management, 34 (5-6), 432-458.
- Woermann, N. (2018) Focusing ethnography: theory and recommendations for effectively combining video and ethnographic research, Journal of Marketing Management, 34 (5-6), 459-483.
- van Laer, T., Visconti, L. and Feiereisen, S. (2018) Need for Narrative, Journal of Marketing Management, 34 (5-6), 484-496. (FREE TO ACCESS)
- Jones, S., Cronin, J. and Piacentini, M.g. (2018) Mapping the extended frontiers of escapism: binge-watching and hyperdiegetic exploration, Journal of Marketing Management, 34 (5-6), 497-508. (FREE TO ACCESS)
- Chatzidakis, A. and Maclaran, P. (2018) On critical collaborative videographies, Journal of Marketing Management, 34 (5-6), 509-517. (FREE TO ACCESS)
- Seregina, A. (2018) Engaging the audience through videography as a performance, Journal of Marketing Management, 34 (5-6), 518-535.
- Dixon, S.-M. and Shankar, A. (2018) Footwear with a feeling: a cultural approach to product development, Journal of Marketing Management, 34 (5-6), 536-537. (FREE TO ACCESS)
- Leroy, J., Cléret, B. and Boyer, M. (2018) Dodo Lé Là: how consumers promote a local iconic brand in a postcolonial creole culture, Journal of Marketing Management, 34 (5-6), 538. (FREE TO ACCESS)
- Hietanen, J. and Andéhn, M. (2018) More than meets the eye: videography and production of desire in semiocapitalism, Journal of Marketing Management, 34 (5-6), 539-556.
Lifestyle Research Centre at Emlyon Business School organizes a Research Day dedicated to Taste on April 25, 2018 (9 AM – 6PM), in Lyon. This research day is envisioned as an inclusive event gathering International and French researchers from different fields (consumer research and sociology). Following Antoine Hennion’s call for taking amateurs seriously, the research day will also give room to professionals of taste. In line with this philosophy, there will be four thematic teams: food, wine, music, literature. Each team will be composed of three persons: two researchers and one professional giving an insider perspective. We believe that gathering scholars from closely related fields and professionals sharing an interest in taste can lead to fruitful discussions.
We are thrilled to announce that Pr. Zeynep Arsel (Professor of Marketing at Concordia University), Pr. Antoine Hennion (Professor of Sociology at Ecole des Mines de Paris), and Pr. Alan Warde (Professor of Sociology at University of Manchester) will be part of the panelists.
Jean Dupin (Baker and Professor of Bread at Institut Paul Bocuse) will talk about the evolution of bread in France. Morgane Lafforest (Cellist) and Valentin Luiggi (Chef) will perform part of their new show blending sounds and flavours.
The complete version of the program will be available soon.
Please note that a Special Issue on Taste based on the Research Day will be published in Consumption, Markets & Culture. Researchers who do not participate in the conference are allowed to submit a paper to the Special Issue.
To make sure the event is as inclusive as possible, we did our best to organize a free event.
The size of the room is limited, so please register if you plan to attend the event.
To register, please contact me at: joonas.rokka (at) gmail.com
Emlyon Business School Lifestyle Research Centre will organise a research day dedicated to “Digital Lifestyles” at Ecully Campus on 4 December 2017, 9h00-16h00 (Roland Calori amphi, Building B). Our program includes a range of international specialists on the impact of digitalization on lifestyles, and research methods, including critical, ethnographic, visual, and big data approaches.
The preliminary program is the following:
Monday 4th December
9:00 Opening Reception and Coffee (Roland Calori, Building B, Emlyon Business School, 23 Avenue Guy Collongue, Ecully)
9:15 Adam Arvidsson, University of Milan, Italy – “Branded Instagram Moments”
9:55 Alessandro Gandini, Kings College, UK – “Digital Publics and Platform Labor”
(10:30 Coffee Break)
10:45 Minna Ruckenstein, University of Helsinki, Finland – “Self-Tracking”
11:20 Lynn Cherny, Bernard Forgues & Tristan May, Emlyon business school – “Social Media Lifestyle Brand Creation”
13:30 Joonas Rokka, Emlyon business school – “Busyness Addiction”
14:05 Lionel Sitz, Emlyon business school – “Youth & Smartphones”
(14:40 Coffee Break)
14:55 Massimo Airoldi, Emlyon business school – “Follow the Algorithm”
15:30 Margherita Pagani, Emlyon business school – “Smartcart: Future of Shopping”
NOTICE: The program is followed by a Workshop on Digital Research Methods on 5 December 2017. The workshop is focused on state-of-the-art methods for analyzing textual and visual data.
For external participants, there is a participation fee of EUR 50,00 for the Digital Lifestyle Research Day (4 Dec) and EUR 300,00 for the Workshop (5 Dec). In order to participate, please register directly via email to: rokka(at)em-lyon.com
Our preliminary program includes a range of international specialists on visual research and methodologies, including but not limited to video-based methods, videography, photographic-methods, critical, and visual big data approaches. Find heredetails of the program and topics:
For external participants, there is a participation fee of 200 EUR. In order to participate, please register directly via email to: rokka (at) em-lyon.com