About Research - Qualitative Data Collection: Photo Elicitation

Abstract

Photo elicitation is a qualitative data collection technique in which the researcher includes photographs or other visual images as part of participant interviews. The researcher might provide the photographs or might ask the participants to bring photographs to the interview. This technique enhances the breadth and depth of verbal qualitative interviews. The use of photo elicitation can enhance the rigor of a qualitative study. There are both advantages and disadvantages of this data collection technique. Ethical issues warrant special consideration.

The purpose of qualitative research is to explore participants’ experiences and understanding of a particular phenomenon. Qualitative researchers use a variety of techniques to collect data, including formal and informal interviews, participant observation, and artifacts. Photo elicitation is a qualitative data collection technique that involves the use of photographs to stimulate or deepen discussions during interviews or focus groups (Harper, 2002). Inserting photographs into research interviews can enrich the interviews by stimulating memories and conversations (Harper, 2002). It is an approach that allows participants to share their beliefs and how they understand their world by using photographs to stimulate conversation during a qualitative interview. Photo elicitation, as a data collection technique, can be used independently or in conjunction with other qualitative data collection techniques.

Background

Photo elicitation originated in the fields of visual anthropology and sociology and was based on the idea of including photographs in research interviews. Collier (1957) observed that the use of pictures resulted in longer and more detailed interviews while also alleviating participants’ fatigue and the repetition often occurring in verbal interviews. Scholars in many disciplines, including nursing, social work, education, and business, among others, now use photo elicitation techniques to collect qualitative research data.

Interviews that use photographs stimulate different parts of the brain than verbal interviews alone. The areas of the brain that are responsible for visual processing evolved earlier than those involved in verbal processing (Harper, 2002). “Images evoke deeper elements of human consciousness than do words; exchanges based on words alone utilize less of the brain’s capacity than do exchanges in which the brain is processing images as well as words” (Harper, 2002, p. 13). Photo elicitation interviews can draw out more and different information than verbal interviews.

Process

Photographs are visual prompts providing a tangible starting point for the interview. The researcher uses a pre-established interview guide to ask participants to discuss the photograph, its significance, and the reasons behind their selection, thus eliciting rich narratives, memories, emotions, ideas, or perspectives that might not arise during a verbal interview alone. The participants’ narratives are the data. The interviews, which include discussions of the selected photographs, are recorded, transcribed, and analyzed using traditional analysis methods specific to the particular qualitative design used for the study. The researcher may ask the participant for a copy of the photograph to include in the dissemination of the findings.

Using Photographs

While photographs are typically utilized for photo elicitation studies, paintings, drawings, cartoons or any visual image can also be used. Researchers can incorporate existing photographs, or participants might be instructed to take photographs to bring to the interviews. The photos or images might be places, objects, people, artifacts, or events. Typically, the researcher provides participants with guidelines regarding the photographs. For example, a researcher studying work and breastfeeding might ask study participants to bring pictures that they have taken depicting where or how they express milk while at work.

Either the researcher or the participant can supply the photographs or images relevant to the research topic. Chan and Whitfield (2022) explored opinions about breastfeeding children in public in Canada beyond infancy. The researchers provided participants with six photographs of breastfeeding children of different ages in the home and in public. The researchers asked the participants to share feelings about each of the photographs. Burton et al. (2022) explored the experiences of women breastfeeding infants over 12 months of age. Conversely, these researchers asked the participants to take photographs of their breastfeeding experiences over a week and bring them to the individual interviews.

Advantages

The use of photographs or images can provide rich data that complements the traditional verbal interview. Photographs can be useful for alleviating participant discomfort by providing a starting point for the interview. Participants may find interviews more enjoyable which might lead to longer, more detailed discussions during the interview. Participants may be able to talk about more difficult or abstract concepts when using a photograph to guide the discussion. (Alves et al., 2021; Church & Quilter, 2021). Additionally, when participants select the photographs, those photographs represent their values (Church & Quilter, 2021). The use of photographs helps to avoid research misinterpretations and may counteract power imbalances between researcher and participant (Orr et al., 2020). The use of photographs, along with other data collection methods, enhances the methodological rigor of the study (Alves et al., 2021).

Disadvantages

Photo elicitation techniques also have some disadvantages. Photographs chosen for an interview may not adequately represent the phenomenon being studied. Participants might be unfamiliar with how to take a photograph or a good photograph which could potentially result in low-quality photographic data. Additionally, some participants may be uncomfortable sharing self-photographs or being photographed. Adding the use of photographs or images can be time-consuming and incur additional costs (Alves et al., 2021).

Ethical Considerations

Researchers should carefully give thought to ethical considerations when designing qualitative research studies using photo elicitation. Researchers must consider harm to participants, permission to photograph, and who owns the photographs. Photographs of persons could compromise anonymity and confidentiality (Orr et al., 2020). It is essential to obtain permission when planning to include the photographs in publications or use them in presentations (Bugos et al., 2014; Mandleco & Clark, 2013).

Participants must be informed about how their photographs will be used and how their identities will be protected. One example of this technique can be found in a study by Poku et al. (2019), who used photo elicitation to examine sickle cell disease fatigue in adolescence. Participants were instructed to take pictures of anything that represented their fatigue. Participants and their parents were informed as to how the photographs would be used. Additionally, the researchers gave the participants instructions on how to capture images of others that would ensure anonymity and safety.

It is important that researchers train participants about ethical considerations when photographs of others are included. Galvez Espinoza et al. (2022) conducted a qualitative study with 25 parents in Chile to explore factors influencing parenting practices around food. The researchers provided the parents with disposable cameras and instructions to take pictures for 7 days. The parents were asked to take pictures of things important to them about feeding. The researchers provided ethical guidelines about taking pictures. It is recommended that every person photographed, or the adult responsible for their care, sign an informed consent and photo release form (Martin et al., 2010).

Conclusion

Photo elicitation is an effective data collection method in qualitative research. Using this data collection method requires thoughtful planning along with consideration of methodological, logistical, and ethical issues.