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Visual and projective methods in Asian research

Russell Belk (Schulich School of Business, York University, Toronto, Canada)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 11 January 2013




The purpose of this review is to offer a summary of visual and projective research methods that have been applied or may be applied fruitfully in an Asian context. Examples are provided and a delineation of the strengths and weaknesses of the methods is made.


This is a review article covering a number of different relevant methods and briefly reviewing studies that have been conducted in Asia using these methods.


The paper reviews five different uses of qualitative visual and projective methods in Asian consumer and market research: as archival data for analysis; as direct stimuli for data collection; as projective stimuli for data collection; as a means for recording qualitative data; and as a means for presenting qualitative findings.

Research limitations/implications

It is suggested that Asia contains a rich visual culture and that the research techniques reviewed offer compelling means for enhancing data collection, data analysis, and findings presentations from qualitative market and consumer research in Asia.


The paper brings together a diverse array of prior research illustrating the potential of the methods reviewed. In addition to discussing this research a number of references are provided for those wishing to examine these methods in greater detail and apply them to their own research.



Belk, R. (2013), "Visual and projective methods in Asian research", Qualitative Market Research, Vol. 16 No. 1, pp. 94-107.



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Copyright © 2013, Emerald Group Publishing Limited

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