Exploratory Visuals and Text in Qualitative Research Interviews: How Do We Respond?

Visual stimuli are increasingly used in formal communications and as a qualitative research method, reported to generate ‘different’ ‘richer’ response than text or language alone. However, the parameters by which this occurs underexplored. In our we use images interview project exploring personal wellbeing compare differences communication process outcomes. A visual tool expressing concepts of human needs aspirations comparable was presented on cards. Forty-five people participated sorting interview. Participants were with cards first blocked order asked select relating their wellbeing. The repeated alternate mode. subsection six participants text-image combination Thematic analysis find common themes participant responses experiences two modalities. Image both facilitated rapport but elicited different types responses. Images more commonly provoked emotive responses, tacit knowledge greater involvement leading cognitive elaboration richer narrative. We found that easily selected considered engaging open interpretation text, fixed meaning. When visuals dominated This paper presents novel form researcher generated elicitation stimuli, be called ‘exploratory visuals’; depicting abstract narrative scenes aid understanding complex information. It proposes an analytical framework combining social semiotic, contextual perspectives understand perceptual between words range elicited.