Visual Research Methods

Visual research methods are those that use some kind of imagery into the research process.

Visual Data

Visual Data potentially encompasses any object, person, place, event or happening which is observable to the human eye.

It is only through a conceptual framework (i.e. theory) that a given “object” can become “data” for investigation.

Visual data has more than just the two-dimensional component which its photographic representation suggests.

Types of Visual Data

Here are some common types of visual data utilized for research work:

• Photos
• Videos
• Art
• Documents

What is Visual research – The four ‘R’s of visual research

• Researcher found visual data
• Researcher created visual data
• Respondent generated visual data
• Representation and visual research

Analysis of Advertising Images

Media images are indicators of shared beliefs and ideologies. Media images also have considerable influence in shaping our beliefs and ideologies. They can be decoded semiotically in terms of denotation and connotation.

• Denotation: the most basic or literal meaning of a sign, e.g., the word “rose” signifies a particular kind of flower.
• Connotation: the secondary, cultural meanings of signs; or “signifying signs,” signs that are used as signifiers for a secondary meaning, e.g., the word “rose” signifies passion.

Connotation is the emotional and imaginative association. Denotation is the strict ‘meaning’.

Respondent generated visual data: photo/object-elicitation

Photographs, film, video, drawings, or objects are introduced as part of an interview. The aim is to explore the significance or meaning of the images or objects with the respondent.

Visual stimuli can be ‘researcher created’ or ‘researcher-generated’ i.e., video, photographs or drawings or ‘researcher found’ and taken from comics or magazines.

Use respondents own cultural artefacts for example favourite clothes, cell phones, icons, symbols or spaces they frequent.

Use respondents own artwork for example drawings, doodles, sketches, posters, photographs or videos they have created ~ maybe also record their creation.

Accessing perceptions through image-elicitation may work by taking an indirect route e.g. old films or photographs.

Respondent generated visual data

Flexible approach adopting a wide range of tools which are modelled on different questions and individually suited to participants’ own preferences:

• Time-lines
• Self-portraits: draw and write
• Diaries (paper, electronic, photographic, video)
• Maps
• Participants photographs (video/ walkabout, shadowing.

Conclusions

Researchers can use a wide variety of ‘non-traditional’ methods for their research work. You should use the most appropriate method for your study, and justify and explain procedures/methods in detail.