Imagine a market research project where everything was pictorial – questions, the participant responses, the analysis, the reporting. Visionary – or market research madness? We wanted to find out.

H/T/P carried out its own three-country mobile qualitative study with an experimental design: using only pictures, no words.

We had a number of hypotheses we wished to test:

• By encouraging visually playful and expressive feedback would respondents’ reactions become more natural, more emotional and less rational?
• As a result, responses would be richer, more personal, and allow for more inspirational storytelling – true or false=
• The added fun aspect for participants should yield higher engagement levels – shouldn’t it?

We also were wanted to discover what interpretational challenges might arise for Researchers looking to understand a whole new Social Media Language.

The results were fascinating – and first presented at the 2017 Esomar Congress.

Interested in finding out more?
Please get in touch for the full report.