Most data for qualitative research studies in the management field are collected through observations and interviews. Written words and photographs are too static to accurately portray the depth of the given event or interview. We advocate the application of video data. The advantages of video data are its ability to capture the interaction of the participant with the environment, capturing of nonverbal cues, and establishing a permanent record. We recommend the use of Patten’s (Qualitative Evaluation and Research Methods, Sage, Newborn, <CitationRef CitationID="CR36">1990</CitationRef>) process of analysis as a basis for an analytical procedure. To code video data research, software such as Vivo or ATLAS.ti can be used. The four standards to examine the validity and reliability of qualitative research studies (credibility, transferability, dependability and conformability) should also apply to video data analysis. The only outcome and true goal for the use of video data in management research can only be the provision of richer knowledge for academic development. Copyright Springer Science+Business Media B.V. 2013
