Travel Reference
In-Depth Information
Figure 17.1
Archetypes, brands and consumer enactments: Diamond Core Theory.
(Woodside 2010b). To see examples of this technique being used in the marketing fi eld, see
Wilson and Vlosky (1997) and Wilson and Wilson (1988).
Woodside (2010b) suggests that other approaches for analyzing case data, such as content
analysis, seek to express counts, means and frequencies of the phenomenon, and that the DFA
goes one step further by subjecting the counts and patterns in a qualitative dataset to an a priori
set of predictions, as hypothesis, propositions and conjectures, helping in testing, comparing and
building a theory in accordance with the purpose of the study.
Visual narrative art as a means of mapping (and deepening
understanding) stories
When dealing with the mapping of metaphors of organizations for the purpose of identifying
the meanings that professionals give to their experiences in the working environment, Stein
(2003) suggests using art to access thoughts and feelings in order to connect unconscious images
and bring them to light. Stein (2003: 92) states, 'Certainly narrative science and social science can
do this, and increasing access to the inner life is, after all, one of the central tasks of therapy.' In
the fi eld of marketing, some researchers defend the idea that consumers are incapable of reporting
all relevant causes for their actions and that some memories, emotions and other cognitive
processes lie in the unconscious (Zaltman 2003), and that a multiple-methods approach is
necessary to explain this amount of information (Woodside 2004).
Visual narrative art (VNA) utilizes one or more types of illustrations (paintings, sculpture,
photographs, physical movements, fi lm, or other media beyond verbal reporting) that create a
story formed by scenes or episodes in which people, animals, objects and symbols interact while
