Out with Words – Are Pictures the New Black?
Our Thinking Sun 23rd Sep 2018
Our communication is increasingly visual – think Instagram, Snapchat etc. Research approaches need to keep apace.
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?
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