Branding cities: A case study of collaborative methodologies in cultural, film and marketing research

This paper examines the possibilities offered by multi-disciplinary research in cultural studies, and film studies, marketing and psychology. We discuss the collection, evaluation and analysis of primary and secondary data in a current project, noting both the benefits and challenges of working across quite different paradigms of thought and vocabulary and expected outcome. Our concern in the paper is to demonstrate the value of collaboration in cultural research, whilst also acknowledging the problems of establishing a working and meaningful discursive field across disciplinary boundaries, interests, and methodological habits. Collaboration is presented here as a continuum across researchers, team members and participants in the fieldwork