Video Elicitation Interviews in Organizational and Management Research : Application in a Field Study

Despite growing interest in video-based methods in organizational and management research, the application is rare. In this paper we focus on videos as stimuli in interviews. We compare video elicitation interviews to other forms of interviews, which employ photos as stimuli or which are purely word-based. We suggest five stages of how video elicitation interviews might be applied. Against the background of a field study we share some methodological insights, and discuss the possibilities as well as limitations of video elicitation interviews. We find that organizational and management research could benefit from the inclusion of this method, particularly when exploring sensitive topics, emotions, or identities