Viewing entrepreneurship "in motion": Exploring current uses and future possibilities of video-based entrepreneurship research

Jarrod Ormiston*, Neil A. Thompson

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

4 Citations (Web of Science)


Video research methods provide a powerful yet accessible way for researchers to observe and theorize entrepreneurial phenomena by analyzing entrepreneurship "in motion." Despite the growing uptake of video data in entrepreneurship research, there is no available overview or analysis of current uses of video research methods, which makes it difficult for interested researchers to grasp its value and possibilities. Our systematic review of 142 entrepreneurship research articles published in leading journals reveals three dominant video research methods: (a) videography of entrepreneurship "in the wild" (such as pitching and other naturally occurring practices); (b) video content analysis using entrepreneur-generated videos (such as crowdfunding and archival videos); and (c) video elicitation in "manufactured" contexts (such as interviews and focus groups, experiments and interventions). Building on these studies, we put forward a research agenda for video-based entrepreneurship research that capitalizes on the unique affordances of video to understand the interactional, embodied, material, and emotional nature of entrepreneurial practice.

Original languageEnglish
Pages (from-to)976-1011
Number of pages36
JournalJournal of Small Business Management
Issue number5
Early online date25 Feb 2021
Publication statusPublished - 3 Sep 2021


  • Qualitative research
  • video methods
  • videography
  • ethnography

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