Section 1 (research of chosen practitioner, Ed David)…

Primary research definition:

“Primary research is new research, carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups.”

“Experiments, investigations or tests carried out to acquire data first-hand, rather than being published by public sources.”

For example, emailing my chosen practitioner to get first-hand information from the source.


Secondary research definition:

“Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, in which data are collected from, for example, research subjects or experiments.”

For example, collecting research from the ‘about’ page of my chosen practitioner or from other public sources.


Quantitative research definition:

“The use of sampling techniques (such as consumer surveys) whose findings may be expressed numerically, and are amenable to mathematical manipulation enabling the researcher to estimate future events or quantities.”

For example, researching into how much my practitioner may earn.


Qualitative research definition:

“Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.”

For example, analyzing my chosen practitioner’s style and how they put their ideas across.


My Practioner

Ed David – Freelance Cinematographer/Director of Photography:

Critical reception and awards:

  • Won a Primetime Emmy in 2014 for a short film he did for Sean Kennedy.
  • Won the Grande Prix at Cannes 2014 for a commercial he did.
  • Won the Palme d’Or in 2016 for a commercial in 2016.

History of his career:

  • “Lessons from a Tailor.” – 2008
  • “The Police and the Protesters.” – 2011
  • “Where Do We Go From Here. Occupy Wall St.” – 2011
  • “Irma Vep.” – 2011
  • “Mast Brothers.” – 2011
  • “Tom Sachs.” – 2011
  • “Josh Vogel.” – 2011
  • “Mitch.” – 2011
  • “Harvard Business School Promotional Video.” – 2011
  • “AMTV Tabletop Sample.” – 2011
  • “MTV Above.” – 2012
  • “Sumo.” – 2012
  • “Vikings.” – 2012
  • “Cajun Pawn Stars Open.” – 2012
  • “Alan Smithee.” – 2012
  • “Patrick Willis, Duracell Power Thru.” – 2012
  • “Under Armour – Wait.” – 2012
  • “Behance.” – 2012
  • “Keystone Keith Stone Web Campaign.” – 2012
  • “Rick – Tysabri.” – 2012
  • “Cathy – Tysabri.” 2012
  • “IBM Solutions for a Smarter Planet.” – 2013
  • “The Archivist.” – 2013
  • “From Beirut to Brooklyn – Brooklyn Brewery Documentary.” – 2013
  • “Dove: Real Beauty Sketches.” – 2013
  •  “Expedia: Find Your Understanding.” – 2013
  • “Jim Bean (Brand Film).” – 2013
  • “Four Colours – A TicTac Flim.” – 2013
  • “Cacao Prieto Chocolate Tour.” – 2013
  • “Dunkin Doughnuts – Campiagn.” – 2013
  • “GMC Trucks – Commercial.” – 2013
  • “This is a Major Road in Saint Louis.” – 2014
  • “Bingo Don’t Give Up.” – 2014
  • “Infiniti.” – 2014
  • “Biomimicry.” – 2014
  • “Girlfriend Intervention Show.” – 2014
  • “ESPN Sportscenter ‘The Hobbit II.” – 2014
  • “ESPN – The beauty of the Game.” – 2014
  • “Charlie Chicken: Canine Artist.” – 2014
  • “Small Moments.” – 2014
  • “Bank of America. Thank You. World Aids Day.” – 2014
  • “Georgia Power – Commercial.” – 2014
  • “The Quiet Escape.” – 2015
  • “A Transfer of Energy From One Lifeforce to Another.” – 2015
  • “Flicker.” – 2015
  • “Lincoln MKZ International.” – 2015
  • “Falling Lessons: Erasure One.” – 2015
  • “Dancing Their Pain Away.” – 2015
  • “Heather Hardy.” -2015
  • “Reece’s Pieces – Perfect Combination – Commercial.” – 2015
  • “Tangents.” – 2016
  • “Chatterhead.” – 2016
  • “Lisa Deluca Portrait.” – 2016
  • “Philips: Breathless Choir.” – 2016
  • “Ebay: Find Your perfect.” – 2016
  • “I’m With Her – Hillary Clinton Campaign.” – 2016


  • Freelance Cinematographer/Director of Photography.
    A Cinematographer or Director of Photography (or DP or DoP), has responsibility for the whole camera crew on set and is in charge of making creative and technical decisions with regards to the way the shots look. They have control over lighting, framing, costumes and makeup. As well as this, they assist the post producer for colour correction and grading.
  • Salary: MINIMUM = £2080.80 per week. MAXIMUM = £N/A
  • He is likely to have a degree in film or have a lot of prior experience of creating films before he went on to establish his own film career.

Ed David is a freelance director of photography mostly based in New York and Los Angeles. He creates mostly commercials, documentaries and narrative short films with a distinct style and feel. The shots feel very fluid and more human because the camera is held instead of placed on a tripod. This encourages the viewer to have more of a connection to his films and it is one of the attributes that attracted me to his work.


Overall, I found that secondary research was the most useful approach in this particualr example. Information about Ed David was readily available online, his website being particularly useful; The website provided and ‘about’ page as well as information on the equipment he uses, etc.

I found qualitative reasearch to be quite effective as well, because it was just gaining information on his filming style through watching his work. I could write about how I interpreted his work through spending a lot of time analysing his films. However, primary research comes into this as well, because I needed to ask questions that I couldn’t necessarily answer myself such as what my practitioner thinks is the most important thing to remeber when filming; I cannot gain that type of information just through watching is films.

Lastly, I believe that quantitative research was the least useful as it is mostly guess work. I cannot know for certain how much Ed David earns annualy, so I can only present an approximation. It was especially difficult to give a definite sum as my practitioner is a freelance cinematographer, meaning he could be earning a wide range of different pay cheques for different projects.

In conclusion, the secondary research approach was the most useful route to take in this case, because I gained good information on my practitioner  and there wasn’t too much missing information that I needed to find out using the other techniques. Qualitative research and primary research helped me fill in those gaps, but they weren’t needed as much after I did my secondary research. Quantitative research was the least effective on this occasion because it was mainly guess work and I wouldn’t call it ‘real’ or factual information.

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