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Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative interviewing with visual techniques. This approach is utilised to study consumer service experiences, dimensions of consumer value and consumer value co-creation in a transformational service setting: complementary and alternative medicine healthcare.

This research employed a three-phase qualitative longitudinal research protocol, which incorporated: an initial in-depth interview, implementation of the visual elicitation technique Zaltman Metaphor Elicitation Technique and a final interview to gain participant feedback on the analysis of data collected in the first two phases.

Four key benefits derived from using the three-phase protocol are reported: confirmation and elaboration of consumer value themes, emergence of underreported themes, evidence of transformation and refinement of themes, ensuring dependability of data and subsequent theory development.

The study provides evidence that a longitudinal multi-method approach using in-depth interviews and visual methods is a powerful tool that service researchers should consider, particularly for transformative service research settings with sensitive contexts, such as healthcare, and when studying difficult to articulate concepts, such as consumer value and value co-creation.

The purpose of this study is to examine the use of visual research methods in the area of recent marketing and consumer research.

Content analysis was used to investigate visual method in articles from Journal of Consumer Research; Journal of Marketing; Journal of Marketing Research; Journal of Marketing Management; Consumption, Markets, and Culture and Qualitative Market Research. Abstract, key words and methodology sections of all articles published in these six journals from 2002 to 2012 were scanned to identify which of them applied visual methods in their studies. The selected articles were then closely analyzed to discover how visual research methods were used and in what manner did they contribute to the marketing and consumer behavior discipline.

This study found that a growing number of marketing and consumer researchers utilized visual methods to achieve their research goals in various approaches such as cultural inventories, projective techniques and social artifacts. Visual method is useful when research deals with children who are not fully developed and able to comprehend text messages and also advantageous when investigating informants’ metaphorical thoughts about a subject or the content of their mind.

This paper examined how visual methods have assisted marketing and consumer researchers in achieving their goals and suggests when and how researchers can utilize the visual methods for future research.

Entrepreneurial identity is a complex concept. It has been recognised as a subjective and dynamic socio-cognitive factor which is not stable over time and is part of an iterative formation process. This chapter explores the journey of adopting, implementing and reviewing visual methods, in order to examine entrepreneurial identity, from the researchers’ perspectives. A critical standpoint is offered which explores both the benefits and challenges that presented themselves in the search for rich data.

Purpose – The purpose of the chapter is to introduce visual methods and, more specifically, arts-based forms of visual methods, as an innovative and emerging research approach within the study of sport and physical culture. The chapter examines the use of art and aesthetics as research data and as a representation issue. It draws upon the case of a research-based arts exhibition to represent and communicate research on bodies.

Design/methodology/approach – The chapter details an international collaborative research project exploring the impact of health policies and their imperatives on schools in the United Kingdom, Australia and New Zealand. The research formed the focus of an arts-based exhibition involving artists’ interpretations of the authors’ research findings. The chapter addresses salient epistemological and ontological issues of ‘representation’ and ‘interpretation’ in visual methods.

Findings – The chapter reveals how the use of arts-based approaches to research do not simply ‘represent’ research, but are constructive in the generation of new insights and forms of knowledge.

Research limitations/implications – The challenges of using arts-based and visual approaches to research are highlighted, particularly in terms of issues of knowledge interpretation. The ways in which these methods allow for lines of sight into life that written texts do not are highlighted.

Originality/value – The chapter provides an introduction to the use of arts-based visual methods in sport and physical culture research. Rather than focusing on visual methods solely as an approach to the collection of data, the chapter extends the discussion around visual methodology to include its use as a form of interpretation that generates and translates knowledge from a new perspective.

The global call to ‘leave-no-one behind’ cannot be achieved without tacking the intractable social issues faced by the most excluded people. There is increasing interest in using visual methodologies for participatory research in contexts of marginalisation, because they offer the potential to generate knowledge from people’s lived experience, which can reveal subjective, emotional, and contextual aspects missed by other methods; alongside the means for action through showing outputs to external audiences. The challenge is that the perspectives of those in highly inequitable and unaccountable contexts are – by definition – rarely articulated and often neglected. The author thus begins by assuming that there are unavoidable tensions in using visual methods; between perpetuating marginalisation by inaction, which is ethically questionable; and the necessary risks in bringing unheard views to public attention. Many experienced practitioners have called for a situated approach to visual methods ethics (Clark, Prosser, & Wiles, 2010; Gubrium, Hill, & Flicker 2014; Shaw, 2016). What is less clear is what this means for those wanting to apply this practically. In this chapter, the author addresses this gap through the exemplar of participatory video with marginalised groups. Drawing on cases from Kenya, India, Egypt, and South Africa, the author contributes a range of tried-and-tested strategies for navigating the biggest concerns such as informing consent; and the tensions between respecting autonomy and building inclusion, and between anonymity and supporting participant’s expressive agency. Through this, the author provides a resource for researchers, including prompts for critical reflection about how to generate solutions to visual ethical dilemmas in context.

This paper aims to reinforce the significance of visual ethnography as a tool for mental health promotion.

Visual ethnography has become an established methodology particularly in qualitative studies, to understand specific themes within participants’ everyday realities. Beyond providing a visual element, such methods allow for meaningful and nuanced explorations of sensitive themes, allowing richer sets of data to emerge rather than focussing on conversations alone. The participants in this study evaluated how far they had come by exploring complex circumstances using visual ethnographic means.

Research with single refugee women in Brisbane, Australia, demonstrates how discussing photographs and creating digital movies yielded a sense of achievement, pride and accomplishment, health and wellbeing, and ownership for some women, while for others it was a burden.

Studies with single refugee women have been scarce with limited use of visual ethnographic methods. Visual ethnography is particularly suited to understanding refugee narratives, as complex experiences are not always conveyed through textual representations alone.

Visual estimation, an easy-to-perform technique, is commonly used in hospitals to assess dietary intake in patients. The authors performed a qualitative study where the authors interviewed nurses and dietitians about their perceptions of barriers to accurately measuring patients’ dietary intake in hospitals using the visual estimation method. The paper aims to discuss these issues.

Ten dietitians and ten clinical nurses responded to 30-minute individual interviews in Tokyo, Japan, in September 2014. Each interview was conducted using a common protocol of open-ended questions focusing on the challenges of the visual estimation method and barriers to accurately measuring patients’ dietary intake as part of their routine work. The tape-recorded interviews were transcribed and analyzed based on grounded theory.

Five main categories emerged: hospitals, meals, colleagues, raters, and patients. Various individual barriers such as skill, attitude, knowledge, and others that had not been considered in previous studies also emerged. External barriers that were out of the raters’ control, such as shortage of time, human resources, financial ability, and others, emerged from the “hospitals” category.

Research participants were all females and many of them had less than ten years of experience.

In addition to standardizing the visual estimation process, medical staff need to overcome various other internal and external barriers to accurate measurements.

This is the first study to articulate some important barriers that influence reliability and validity when measuring patients’ dietary intake by visual estimation methods in typical clinical settings.

This chapter serves as an introduction to the key themes found within the volume Ethics and Integrity in Visual Research Methods, and provides a rationale for the volume’s focus on photography and film media. Drawing from other literature, the author discusses the significance of indexicality and visual language when working with photography and film in research contexts, and describes how these considerations set photography and film apart from other forms of visual data. The chapter concludes by outlining the format of the volume, which divides the nine chapters into three key areas of exploration: Voice and Agency, Power and Inequality, and Context and Representation.

The purpose of this paper is to consider the potential of visual (i.e. non-textual) research methods in community-based participatory research.

The authors draw on a case illustration of a photo- and video-voice campaign involving rural communities in British Columbia, Canada.

The authors find that visual research methods, in the form of photo- and video-voice campaigns, allow participants to form ties between their community and the broader sociocultural, natural and political milieu in which their community is located. The authors highlight the benefits of using such methodological approaches to capture an emic perspective of community building.

The contribution of this study is twofold. First, this study uses a photo- and video-voice campaign to showcase the role of visuals in articulating community pride – that is, how locals construct identity – and a sense of belongingness. Second, by focusing its analytical gaze on the idea of “community,” this paper revisits the importance of active involvement of research participants in the execution of empirical studies. Ultimately, the authors urge organization and management studies scholars, as well as those working in the social sciences more broadly, to further explore the value of innovative community-based research approaches in future work.

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.

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.