Using multi-sensory methods to study atmospheres

Steadman, Chloe ORCID: https://orcid.org/0000-0003-1132-3502 (2024) Using multi-sensory methods to study atmospheres. In: Consuming Atmospheres: designing, experiencing, and researching atmospheres in consumption spaces. Routledge Studies in Marketing . Routledge, London, pp. 187-202. ISBN 9781032264929 (hardback); 9781003288510 (ebook)

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Abstract

It has been argued that atmospheres are difficult to research. This is since they are dynamic, open to unpredictabilities, and can be difficult to represent using traditional research methods. This chapter draws on research into Blackpool North Pier’s atmospheres to discuss the potential merits of adopting sensory ethnography to study atmospheres, with a focus on sensory participation, soundwalks, and videowalks. In doing so, it contributes novel insights into some of the challenges a researcher may experience when using these techniques–particularly if for the first time –with the reflexive accounts offered revolving around three themes: awkward moments, curating atmospheres, and finetuning methods. Ultimately, it is hoped this chapter may inspire others to draw on multi-sensory approaches to research consumption atmospheres.