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Video-reflexive ethnography (VRE) is a qualitative methodology that explores the complex nature of healthcare ‘as it really is’. Its collaborative and reflexive process invites stakeholders (e.g. pharmacists and pharmacy support staff) to participate in analysing their everyday work practices as captured on video footage. Through close collaboration with practitioners and attention to their work contexts, VRE may be a useful methodology to engage a time-poor pharmacy workforce in research about themselves, encouraging more practitioner involvement in practice-based research. Aside from research, VRE has also been used effectively as an intervention to facilitate learning and change in healthcare settings, and could be effective in provoking change in otherwise resistant pharmacy environments.

Much like traditional ethnographic approaches, VRE researchers have relied on being present ‘in the field’ to observe …