Integrating and Visualizing Heterogeneous Data: A Mixed Methods Case Study of Advertising Films

This article addresses a core challenge in mixed methods research: integrating and visualizing heterogeneous data in a rigorous and transparent way. It introduces a novel approach to joint display analysis using dynamic, interactive visualizations that foster simultaneous bidirectional exchange between quantitative psychophysiological data and qualitative interview data. Demonstrated through a case study of advertising films on emotion and episodic memory, the approach shows how visualizations can serve as analytical tools rather than merely as communication devices. The contribution to mixed methods research lies in providing a systematic, replicable framework for synthesizing disparate data while preserving contextual nuance. More broadly, it advances methodological practice by enhancing transparency, promoting iterative interaction, and offering scalable prospects for future mixed methods inquiry.