The information below relates to the visual information (photos, images, pictures) gathered by Community Representatives using the Toolkits.
Visual research refers to using still or moving images. These are collected in conjunction with some form of narrative that provides context to the image and largely determines how it is interpreted. Visual research has been most commonly used in social anthropology and sociology, where it typically focuses on particular groups of the population (Banks 2001). It is becoming more frequently used in psychological research (Prosser 1988), as well as marketing and market research (e.g. Orient Pacific 2003). However, visual research per se is still disregarded as a valid methodology by many academic disciplines (MacDougal 1997).
There are of course relevant criticisms associated with visual research, which might discourage its use. Not least because there may be a degree of ignorance or lack of experience in the collection, analysis and interpretation of visual data. … An image and associated caption may be an accurate depiction, but can equally represent a false or contrived situation. However, whilst these are valid points, concerns about subjectivity and researcher integrity can be raised for most research approaches. Qualitative data for instance relies on the researcher ‘subjectively’ reporting the key issues which they identify from the mass of descriptive information ( e.g. Greatorex 1997). All research methodologies have their merits and shortcomings and no single approach can be viewed as being the ‘ideal, all encompassing’ solution. Visual research should therefore also be viewed in terns of its potential benefits.
As with more traditional qualitative approaches, such as focus groups and depth interviews, visual research is a valid exploratory technique, particularly useful in helping to understand complex systems. Since it invariably involves detailed investigation of a smaller sample the information generated is not statistically reliable but highly descriptive. It therefore offers a depth of insight and understanding not forthcoming with quantitative approaches.
Other advantages of visual research are that:
- It collects detailed information and can record things too complex to explain
- Pictures and visual data can be collected and processed quickly
- Likewise images are quickly processed and assessed by the viewer
- They allow others to gain a clear impression, without having to have been there at the time of data collection.
- Images may be analysed and revisited post data collection, aspects not initially considered to be important can therefore be examined
- They have longer-term value and can be stored for use in the future.
Source: Visual Research and its role in understanding society in emerging markets, Steven J Greenland, London Metropolitan University, UK
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