Abstract:

Wearable cameras and now smart-glasses give market researchers more access into consumers’ lives, in a more cost-effective and unobtrusive way. The question for qualitative research is how can we help create understanding around the visual, especially photographic, data? What methodologies can qualitative researchers utilise to provide understanding to this new wealth of data? The purpose of this presentation is to contrast three methods of developing further understanding of photographic data, namely: A) Verbal narrative storytelling; B) Written narrative storytelling; C) Real time dialogue. The outputs from each approach will be contrasted in terms of the benefits and drawbacks, namely: ?1) Level of detail; 2) Usability; 3) Emotional versus rational; 4) Ease.