Consumer-curated post-purchase video: a methodological exploration

Purpose This paper introduces the Consumer-Curated Post-Purchase Video (CCPPV) method as a qualitative approach for exploring consumers’ everyday consumption practices. Design/methodology/approach The CCPPV method comprises five stages: participant recruitment, participant-generated post-purchase video recording, video observation and memo-taking, follow-up auto-driving interviews and integrated data analysis. Participants record their post-purchase experiences, which are analyzed using Textual-Visual Thematic Analysis to integrate visual and verbal materials. Findings This paper presents the CCPPV method as an alternative configuration of participant-generated video and auto-driving interviews. The method invites participants to select, arrange and narrate aspects of their post-purchase experiences and treats these representational choices as part of the analytical material. Although curation and self-presentation may also occur in mobile ethnography, video diaries and other participant-generated visual methods, CCPPV foregrounds participants’ selective representational choices through a bounded post-purchase recording task and their subsequent interpretation during auto-driving interviews. Originality/value The paper contributes to qualitative consumer research by conceptualizing consumer curation as an analytically significant practice within a specific post-purchase research design. Rather than claiming methodological superiority over related visual approaches, the paper demonstrates how a bounded, participant-curated video exercise can be combined with memoing, auto-driving and textual-visual analysis to explore how consumers select and frame meaningful aspects of their consumption.