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Research explores what makes the market special

Crowds of people in the Queen Victoria Market deli hall.
In 2017 RMIT researchers immersed themselves in the life of the market – interviewing and observing traders, workers, visitors and shoppers to investigate the intangible values of the market.

​​​​​​​​​​​​​Three researchers from RMIT’s Digital Ethnography Research Centre used photography, video and audio recordings to interview a range of people within the market precinct to help us understand the distinct experiences, flavours, voices and personalities that make the market what it is today. The findings will help the Queen Victoria Market Precinct Renewal team and Queen Victoria Market Pty Ltd ensure that the renewal program will not compromise the unique market atmosphere. 

Research highlights

  • People’s experiences of the market are deeply connected to relationships and memories within the market but also stretch far beyond it to include connections with family and friends. It is important that these rich social interactions continue at the site, and this is considered through the design process. These findings will inform how we plan to sustain and enhance the customer experience across the market, and how we work with traders on stall layouts and formats.  
  • People with longstanding experience of the market are experts in the way they navigate the market and the routines they apply. This expertise is a valuable resource that can be engaged in planning the future of the market.  
  • Some people are concerned about the potential ‘sanitisation’ of the market, including how the trader stalls might look in the future. In response, QVMPR and market Management will work together to design future market spaces that will allow the flexibility and improvisation that contribute to the market’s distinctive atmosphere.
  • The constant movement and circulation contributes to the rhythms and routines of the market, and its overall feel. The findings relating to movement patterns will be considered when planning for the public realm, designing the trading formats, layout and operations, and in development of way finding when traders need to relocate.

The research also generated a series of videos, photos and descriptions that delve into people’s experiences at the market and help to demonstrate its character and authenticity. The City of Melbourne hosted an exhibition in 2018 to share these images.​​​

Key documents

Read the full report below or download the fact sheet for more information on the research project.

Did you know?
Digital ethnography seeks to understand people’s everyday worlds by observing, discussing and exploring them together with research participants, using a range of both digital and traditional research methods.
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