Online White Paper:

"A picture is worth a thousand words"

Many researchers use respondent “assignments” such as collages and photo diaries to expand insights from a focus group and dig deeper into respondents’ ideas, attitudes and behaviors. By utilizing digital photo technology, researchers can easily incorporate these valuable exercises into online bulletin board discussions, thus going beyond the written word.

As digital cameras have become more affordable, many respondents own or have access to one and can snap a photo and email the digital image within minutes. So exactly how have savvy researchers used photos in online discussions?

• Potential car buyers participating in a week-long discussion snapped photos of vehicles that drew their attention, noting whether the photo depicted a style, color or features they especially liked
• Respondents discussing topics related to safety took photos of situations or areas in their neighborhoods that made them feel unsafe or uncomfortable
• In a home improvement discussion, respondents took photos of their projects – a before-and-after-room addition, a decorating project, etc – and the best examples were shared by posting the photos together in the whiteboard
• Female respondents shared photos of themselves at the beginning of an ongoing panel on cosmetics so researchers could draw further insights from respondent posts based on their style or "look"

And what can be gained by using photos in online bulletin board discussions?

• Using visuals to illustrate thoughts and feelings expressed in the written discussion
• Encouraging respondent creativity to draw out more in-depth, emotional responses
• Adding a personal feel to an online discussion, therefore creating a more inviting environment with which to share ideas and feelings
• Creating and maintaining respondent interest in the discussion and the topic at hand – everyone wants to see other respondents’ photos
• Implementing photos into final reports and presentations – the "wow" factor!

For more information about Qualboards or online qualitative research, contact by email or by telephone at 800-737-2020 ext 23