Exploring Digital and AI-Mediated Experiences with Visiting Professor Fatema Kawaf
In mid-June, the Faculty of Tourism of the University of Maribor will host Prof. Dr. Fatema Kawaf from Nottingham Trent University in the United Kingdom, an established researcher in the fields of digital marketing, visual methods, and the study of digital experiences.
At the Faculty of Tourism UM, she will deliver a two-day workshop entitled Capturing Digital and AI-mediated Experience: A Screencast Videography Approach, which will take place on Tuesday, 16 June, and Wednesday, 17 June 2026, at the Faculty of Tourism UM in Brežice (Room P6, at Trg izgnancev 1). Registration is available via the registration form.
The workshop will introduce participants to Screencast Videography (SCV) as a visual and qualitative research method for studying digital experiences, including increasingly relevant interactions between humans and artificial intelligence. It is designed for participants with different levels of prior knowledge, including those who have not previously worked extensively with visual methods.
The workshop is particularly relevant for doctoral students, early-career researchers, academic assistants, researchers, and academic staff, as well as anyone interested in contemporary qualitative research approaches, digital experiences, artificial intelligence, visual methods, digital marketing, and the study of user interactions in digital environments.
About the Visiting Professor
Prof. Dr. Fatema Kawaf is a Professor in Digital Marketing and Director of the Marketing and Consumer Studies Research Group at Nottingham Trent University. She is an innovator in visual methods and the founder of Screencast Videography, a qualitative visual method for studying digital experiences and interactions.
She is also the Chair of the UK Academy of Marketing Visual Methods SIG. Her award-winning research is situated at the intersection of digital marketing, consumer research, and information systems, and has been published in leading academic journals in the fields of marketing and information systems.
Workshop Content
The first day of the workshop will focus on understanding the philosophical and methodological foundations of SCV. Participants will learn about its visual, interpretive, and experiential underpinnings, consider the types of research questions that can be addressed using this method, and begin developing a research question related to their own area of interest.
On the second day, the workshop will move from methodological design to practical application. Participants will refine their research questions, consider the practical and ethical dimensions of collecting screencast data, and produce a short screencast video. They will also be introduced to the early stages of data analysis, moving from observation and description to coding, interpretation, and the development of research insights.
By the end of the workshop, participants will have gained an understanding of how SCV can be used to study digital and AI-mediated experiences and will have developed the foundations of a small research design that they can further develop in their own research, teaching, or professional work.
Workshop Programme
Day 1: Foundations and Fieldwork
Tuesday, 16 June 2026
| Time | Session |
|---|---|
| 09:30–10:00 | Arrival, coffee and workshop opening |
| 10:00–12:00 | Philosophical and Methodological Foundations |
| 12:00–12:30 | Coffee break |
| 12:30–14:00 | Methodological A–Z of SCV |
Day 2: Analysis, Theorising, and Dissemination
Wednesday, 17 June 2026
| Time | Session |
|---|---|
| 11:00–11:30 | Coffee and arrival |
| 11:30–13:30 | Screencasting in Action |
| 13:30–14:00 | Coffee break |
| 14:00–16:00 | SCV Data Analysis |
| 16:00–16:30 | End of workshop and reflections |
| 18:00–20:00 | Informal networking dinner at Reset Brewery, Brežice |
The informal networking dinner is at participants’ own expense.
Registration
For organisational purposes, please register via the REGISTRATION FORM.
All interested participants are warmly invited to attend. The workshop offers an excellent opportunity to explore a contemporary research method that opens up new possibilities for studying digital, visual, and AI-mediated experiences.