Forthcoming free event! Digital Methodologies: principles and practice of researching online

Delighted to be running this free, virtual workshop on 13th July 2021 with Katie and Harriet at Bristol Business School, UWE. and funded by Society for the Advancement of Management Studies (SAMS) This is an interactive event designed for Early Career Researchers and Doctoral Students – though all welcome!

Places are limited and registration closes 1st June; download the flyer below or go straight to registration. If you are not able to attend but are interested in finding out more, get in touch with us! We will be using #DigitalMethods2021

May 14, 2021 at 8:30 am Leave a comment

Forthcoming Event: Collecting Qualitative Data Using Digital Methods

Collecting Qualitative Data Using Digital Methods

25th March 2 – 4pm

Prof Katrina Pritchard (Swansea University) and Dr Rebecca Whiting (Birkbeck, UoL)

Based on their 2020 SAGE book of the same name, Rebecca and Katrina will use examples from their own research to reflexively explore collecting qualitative data using digital methods; discuss challenges and examine future developments. 

You can register for the webinar here:

Find out more information about the event here:

February 25, 2021 at 10:07 am Leave a comment

Collecting Qualitative Data using digital methods – the virtual tour!

As you may have seen from Twitter, Rebecca and I have been pretty busy promoting our book since it was published by SAGE in November. Before Christmas we ran methods seminars for Royal Holloway (with over 70 participants) and Ulster Business Schools.

We are now preparing for two upcoming sessions:  

In February with the Academy of Management’s Strategizing Activities and Practices (SAP) Interest Group. ( and

In March with University of Bath (

I am also involved in a SAMS funded online event in July 2021 (Digital Methodologies – principles and practice of researching online) with colleagues Katie Joyce and Harriet Shortt at UWE. More details to follow.

You can also check out our list of suggested empirical examples of online qual research here, and some bonus content that we couldn’t fit in the book on getting organised to analyse digital data.

If you are interested please check our institutional repositories at Birkbeck and Swansea for other related work, particularly:

Pritchard, K (2020) Examining Web Images: A combined visual analysis (CVA) approach.  European Management Review 17(1), 297-310

Pritchard, K and Whiting, R (2017) ‘Analysing web images’ in SAGE Handbook of Qualitative Business and Management Research Methods Volume 2 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage. 

Whiting, R and Pritchard, K (2017) ‘Digital Ethics’ in SAGE Handbook of Qualitative Business and Management Research Methods Volume 1 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage.

Or contact Katrina directly!

January 19, 2021 at 11:32 am Leave a comment

Our new book is out!

As I tweeted yesterday, so excited to receive copies of our new book in the post yesterday! Many thanks to our colleagues for all their lovely feedback, we really hope it will prove a timely and helpful resource for those conducting and teaching qualitative research: Collecting qualitative research using digital methods

November 25, 2020 at 8:57 am Leave a comment

More resources for online qualitative research

Rebecca and I are hoping to speed up the production of our new book – Collecting Qualitative Data using Digital Methods – which is part of the SAGE series “Mastering Business Research Methods“, edited by Bill Lee, Mark NK Saunders and VK Narayanan.

Chapter 5 of this book is “Examples of collecting qualitative data with digital methods”.  While we are checking out whether we can release content in advance of publication, I thought I’d share the reference list from this chapter as it includes lots of great studies across a range of fields:

Baxter, G., and Marcella, R. (2017). Voters’ online information behaviour and response to campaign content during the Scottish referendum on independence. International Journal of Information Management, 37(6), 539-546.

Bell, E., and Leonard, P. (2018). Digital Organizational Storytelling on YouTube: Constructing Plausibility Through Network Protocols of Amateurism, Affinity, and Authenticity. Journal of Management Inquiry, 27(3), 339-351.

Boje, D., and Smith, R. (2010). Re-storying and visualizing the changing entrepreneurial identities of Bill Gates and Richard Branson. Culture and Organization, 16(4), 307-331.

Boland, T. (2016). Seeking a role: Disciplining jobseekers as actors in the labour market. Work Employment and Society, 30(2), 334-351.

Chang-Kredl, S., and Colannino, D. (2017). Constructing the image of the teacher on Reddit: Best and worst teachers. Teaching and Teacher Education, 64(C), 43-51.

Davison, J. (2010). [In]visible [in]tangibles: Visual portraits of the business elite. Accounting Organizations and Society, 35(2), 165-183.

Delmestri, G., Oberg, A., and Drori, G. S. (2015). The Unbearable Lightness of University Branding. International Studies of Management & Organization, 45(2), 121-136.

Duffy, B. E., and Hund, E. (2015). “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers. Social Media + Society, 1(2).

Glozer, S., Caruana, R., and Hibbert, S. A. (2019). The Never-Ending Story: Discursive Legitimation in Social Media Dialogue. Organization Studies, 40(5), 625-650

Hardy, C., and Maguire, S. (2010). Discourse, field-configuring events, and change in organizations and institutional fields: Narratives of DDT and the Stockholm Convention. Academy of Management Journal, 53(6), 1365-1392.

Hine, C. (2014). Headlice eradication as everyday engagement with science: An analysis of online parenting discussions. Public Understanding of Science, 23(5), 574-591.

Höllerer, M. A. (2013). From Taken-for-Granted to Explicit Commitment: The Rise of CSR in a Corporatist Country. Journal of Management Studies, 50(4), 573-606.

Kassinis, G., and Panayiotou, A. (2017). Website stories in times of distress. Management Learning, 48(4), 397-415.

Kelly, J., Fealy, G. M., and Watson, R. (2012). The image of you: Constructing nursing identities in YouTube. Journal of Advanced Nursing, 68(8), 1804-1813.

Kozinets, R. V., Dolbec, P., and Earley, A. (2014). Netnographic Analysis: Understanding Culture through Social Media Data. In U. Flick (Ed.), Sage Handbook of Qualitative Data Analysi (pp. 262-275). London: Sage.

Lillqvist, E., Moisander, J. K., and Firat, A. F. (2018). Consumers as legitimating agents: How consumer-citizens challenge marketer legitimacy on social media. International Journal of Consumer Studies, 42(2), 197-204.

Moor, L., and Kanji, S. (2019). Money and relationships online: communication and norm formation in women’s discussions of couple resource allocation. The British Journal of Sociology, 70(3), 948-968.

O’Reilly, M., and Parker, N. (2013). ‘Unsatisfactory Saturation’: a critical exploration of the notion of saturated sample sizes in qualitative research. Qualitative Research, 13(2), 190-197.

Orlikowski, W. J., and Scott, S. V. (2014). What Happens When Evaluation Goes Online? Exploring Apparatuses of Valuation in the Travel Sector. Organization Science, 25(3), 868-891.

Ozdora-Aksak, E., and Atakan-Duman, S. (2015). The online presence of Turkish banks: Communicating the softer side of corporate identity. Public Relations Review, 41(1), 119-128.

Pearce, W., Özkula, S. M., Greene, A. K., Teeling, L., Bansard, J. S., Omena, J. J., and Rabello, E. T. (2018). Visual cross-platform analysis: digital methods to research social media images. Information, Communication & Society, 1-20.

Pritchard, K., and Whiting, R. (2012). Autopilot? A reflexive review of the piloting process in qualitative e-research. Qualitative Research in Organizations and Management 7(3), 338-353.

Pritchard, K., and Whiting, R. (2014). Baby Boomers and the Lost Generation: On the Discursive Construction of Generations at Work. Organization Studies, 35(11), 1605-1626.

Pritchard, K., and Whiting, R. (2015). Taking Stock: A Visual Analysis of Gendered Ageing. Gender, Work & Organization, 22(5), 510-528.

Pritchard, K., and Whiting, R. (2017). Analysing Web Images. In C. Cassell, A. L. Cunliffe & G. Grandy (Eds.), The SAGE Handbook of Qualitative Business and Management Research Methods (Vol. 2, pp. 282-297). London: Sage.

Rokka, J., and Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9/10), 1789-1813.

Rose, G. (2012). Visual methodologies: An introduction to researching with visual materials (3rd ed.). London: SAGE.

Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H., and Jinks, C. (2018). Saturation in qualitative research: exploring its conceptualization and operationalization. [journal article]. Quality & Quantity, 52(4), 1893-1907.

Snelson, C. L. (2016). Qualitative and Mixed Methods Social Media Research:A Review of the Literature. International Journal of Qualitative Methods, 15(1), 1609406915624574.

Sundstrom, B., and Levenshus, A. B. (2017). The art of engagement: dialogic strategies on Twitter. Journal of Communication Management, 21(1), 17-33.

Swan, E. (2017). Postfeminist Stylistics, Work Femininities and Coaching: a Multimodal Study of a Website. Gender Work and Organization, 24(3), 274-296.

van Bommel, K., and Spicer, A. (2011). Hail the Snail: Hegemonic Struggles in the Slow Food Movement. Organization Studies, 32(12), 1717-1744.

Whiting, R., and Pritchard, K. (2018). Reconstructing Retirement as an Enterprising Endeavor Journal of Management Inquiry,   (First published 13 December 2018).


May 4, 2020 at 7:44 am 1 comment

Resources for online qual research

So here is a straight cut and paste from my CV of things I’ve (co)written that might be useful to anyone switching to qualitative research online  – please email me at if you can’t get access to these freely via the journal site or on the Swansea University repository

Pritchard, K (2020) Examining Web Images: A combined visual analysis (CVA) approach.  European Management Review 17(1), 297-310

Pritchard, K; Mackenzie-Davey, K and Cooper H (2019) ‘Aesthetic labouring and the female entrepreneur: Entrepreneurship that wouldn’t chip your nails’.  International Small Business Journal37(4), 343–364.

Whiting, R and Pritchard, K (2018) ‘Re-constructing retirement as an enterprising endeavour’.  In press at Journal of Management Inquiry.

Pritchard, K and Whiting, R (2017) ‘Analysing web images’ in SAGE Handbook of Qualitative Business and Management Research Methods Volume 2 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage.

Whiting, R and Pritchard, K (2017) ‘Digital Ethics’ in SAGE Handbook of Qualitative Business and Management Research Methods Volume 1 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage.

Pritchard, K and Whiting, R (2015) ‘Taking stock: a visual analysis of gendered ageing’ Gender, Work & Organization SI Problematizing Gendered Ageing in the New Economy, 22 (5) 510-528.

Pritchard, K and Whiting, R (2014) Baby Boomers and the Lost Generation: On the discursive construction of generations at work’, Organization Studies SI ‘At a Critical Age: The Social and Political Organization of Age and Ageing’, 35 (11) 1605-1626

Pritchard, K and Whiting, R (2012) Autopilot? A reflexive review of the piloting process in qualitative e-research’ Qualitative Research in Organizations and Management, 7 (3) 338-353.


April 24, 2020 at 7:06 am Leave a comment

Some reflections on a prize for our paper

Last Wednesday, I received an email which simply said:

“Please find attached a letter from the Editors of the International Small Business for the attention of yourself and your co-authors of the paper ‘Aesthetic labouring and the female entrepreneur: ‘Entrepreneurship that wouldn’t chip your nails’.”

My initial reaction was one of concern – the paper was accepted and published, what could have gone wrong since?  So I was rather dumbstruck to read:

“We are delighted to inform you that your paper ‘Aesthetic labouring and the female entrepreneur: ‘Entrepreneurship that wouldn’t chip your nails’’, published in the International Small Business in 2019 has been voted the best overall paper by the Editors and Consulting Editors of the ISBJ“.


Kate, Helen and I are all thrilled and incredibly proud to have received this accolade.  We of course need to include our participants and Entrepreneur Barbie in our list of thankyous.  Since our work on this topic began several years ago we have given many presentations and even won a “Research as Art” prize.  We have had a few set backs too, the path to publications did not run smoothly at first and an early version of our paper was rejected from a different journal!

Here are some general observations I have made during these presentations over the years.  We have always had a slide titled “Why Barbie?” in our presentations but as we grew in confidence we also had one with “Why Not?” emblazoned across it.  I found that when I stopped apologising, my own confidence in our research grew.   (That is dangerously close to a Barbie motto however).

All three of us reflected on our own (sometimes strongly negative) reactions to our data.   We had to engage in some serious reflexivity but also we had fun!  From the wonderful gift of my very own Entrepreneur Barbie (who has travelled from Birkbek, to the OU and now has a sea view at Swansea) to our matching Barbie pens, taking the “what Barbie are you” quiz and discussing if we could really wear bright pink to present at a conference.  Working with Helen and Kate has been pure joy (not counting the paper rejection bit).

We are hugely grateful to our supportive (and still anonymous) reviewers at ISBJ and the editorial team for publishing the paper and now recognising it.  Thanks also to the wonderful response from friends and colleagues on Twitter!



March 5, 2020 at 10:14 am Leave a comment

Online first via EMR: Examining Web Images: A Combined Visual Analysis (CVA) Approach

I am delighted that my new paper in European Management Review is now available online:


n this methodological paper I set out a framework for Combined Visual Analysis (CVA), bringing together compositional, reflexive and semiotic analysis. I explain how CVA was applied in a research project exploring the visual repertoire of human resource management (HRM). I describe each stage in detail, consider how research practice is instrumental in shaping research outcomes and reflexively explore the challenges encountered. The CVA framework provides a research protocol for those working with (in visual analytic terms) large numbers of pre‐existing images. It offers an approach that enables breadth and depth, while maintaining a qualitative focus on the images themselves.

February 12, 2020 at 9:42 am Leave a comment

Health at Work: Critical Perspectives. Out now

Leah and I are delighted that our book is now in print.  We first met in the 1980’s when we worked in the same large consulting firm, and it was a lovely surprise to end up briefly at the same institution just a few short years later (in 2015).  Sadly we are now working about 250 miles apart (at the Open University and Swansea) but this book gave us the opportunity to reflect back over both our professional and academic careers to date.

Here’s what we say this book is about:

Engaging with some of the most debated topics in contemporary organizations, Health at Work: Critical Perspectives presents a critical, contingent view of the healthy employee and the very notion of organizational health. Drawing on expressions such as ‘blowing a fuse’, ‘cracking under pressure’ or ‘health MOT’, this book suggests that meanings of workplace health vary depending on how we frame the underlying purpose and function of organization.

Health at Work takes some of the most powerful and taken-for-granted discourses of organization and explores what each might mean for the construction of the healthy employee. Not only does it offer a fresh and challenging approach to the topic of health at work, it also examines several core topics at the heart of contemporary research and practice, including technology, innovation, ageing and emotions.

This bookmakes a timely contribution to debates about well-being at work, relevant to practitioners, policy-makers and designers of workplace health interventions, as well as academics and students. This book will be illuminating reading for students and scholars across management studies, occupational health and organizational psychology.

And you can order a copy if you feel so inclined!

September 26, 2019 at 10:01 am Leave a comment

Reflection on our recent paper via Sage

You can read our blog about our recent JMI paper here

February 20, 2019 at 8:56 am Leave a comment

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