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Purpose – The advancement of multimedia technology has spurred the use of multimedia in business practice. The adoption of audio and visual data will accelerate as marketing scholars become more aware of the value of audio and visual data and the technologies required to reveal insights into marketing problems. This chapter aims to introduce marketing scholars into this field of research.Design/methodology/approach – This chapter reviews the current technology in audio and visual data analysis and discusses rewarding research opportunities in marketing using these data.Findings – Compared with traditional data like survey and scanner data, audio and visual data provides richer information and is easier to collect. Given these superiority, data availability, feasibility of storage, and increasing computational power, we believe that these data will contribute to better marketing practices with the help of marketing scholars in the near future.Practical implications: The adoption of audio and visual data in marketing practices will help practitioners to get better insights into marketing problems and thus make better decisions.Value/originality – This chapter makes first attempt in the marketing literature to review the current technology in audio and visual data analysis and proposes promising applications of such technology. We hope it will inspire scholars to utilize audio and visual data in marketing research.

Through the use of digital methods, representation of peoples’ self-perception of experiences becomes possible. Digital imagery presents opportunities to expand the way it is possible to convey the diverse information gathered in the field. To enable some of the communication of various unseen experiences of the chronic illnesses Chronic Fatigue Syndrome and Fibromyalgia, I created, what I have called, hypertextual self-scape digital photographs through collaboration with participants which use a layering of information gathered in the field, including both seen and unseen experiences to create sensory embodied dialogue about the lifeworld. I will expand on this in greater detail as we continue, but briefly this means the use of art forms being used as a way to gather information and then using digital techniques to communicate the self-talk of lived experience. Images have the potential to expand our access to peoples’ lifeworld and I will take this further in the chapter to look at how altering an image increases the information that can be communicated. Just as the bodies of my participants do not reveal the truth about their experiences, the objects chosen do not tell the whole story about what they really represent. As a part of this discourse I will show how digital technologies have the potential to expand representations of experience. Imagery is another way to “write up” information gathered during the research and by embracing images and symbols through our method and our writing up of the research expands on the information which can be gathered and later communicated about participants’ lifeworld. The images I am using here act “not as observational and objectifying tools, but as routes to multisensorial knowing” (Pink, 2010, p. 99) and expand on the existing representations of chronic illness in the literature. We also view and interpret images in a different way to text, as I believe images offer a potential to engage in dialogue with the body in sensory discourse. Therefore, the purpose of this chapter is to advocate the use of digital technologies alongside research methodologies when looking at hidden experience and interiorities (Hogan & Pink, 2010; Irving, 2013).

In this chapter, the problem of facial palsy has been addressed. Facial palsy is a term used for disruption of facial muscles and could result in temporary or permanent damage of the facial nerve. Patients suffering from facial palsy have issues in doing normal day-to-day activities like eating, drinking, talking, and face psychosocial distress because of their physical appearance. To diagnose and treat facial palsy, the first step is to determine the level of facial paralysis that has affected the patient. This is the most important and challenging step. The research done here proposes how quantitative technology can be used to automate the process of diagnosing the degree of facial paralysis in a fast and efficient way.