Sequencing the visual narrative: a multi-phase co-created photo-elicitation approach

Purpose The purpose of this paper is to demonstrate the effectiveness of using classic photo-elicitation followed by blended photo-elicitation (i.e. researcher-edited reflexive photographs). This approach provides a deeper and more contextualised understanding of people’s lived experiences by linking their physical and psychological realities. Design/methodology/approach The authors discuss considerations and issues faced when using a multi-phase co-created photo-elicitation approach, the process and its considerations, photo editing and inclusion criteria. Findings This paper outlines the advantages and limitations of using a prospective and retrospective function in a temporal study using blended photo-elicitation photographs to stimulate discussions with respondents about their experiences. Originality/value This paper demonstrates how a multi-phase co-created photo-elicitation approach extends photo-elicitation. The authors introduce strategies for improving accuracy and reducing reconstruction bias associated with reflective methods. Researcher editing reflexive photographs to add context provides a means for using reflexivity in a nuanced and effective manner within qualitative research.

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Publication Details

Journal
Qualitative Market Research An International Journal
Published
2025-12-01
DOI
https://doi.org/10.1108/qmr-11-2024-0225
Primary Topic
Participatory Visual Research Methods
Type
article
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article

Sequencing the visual narrative: a multi-phase co-created photo-elicitation approach

Chetan Shah, Karen V. Fernandez, Sandra D. Smith
Qualitative Market Research An International Journal
Participatory Visual Research Methods
article

Sequencing the visual narrative: a multi-phase co-created photo-elicitation approach

Chetan Shah, Karen V. Fernandez, Sandra D. Smith
article en

Abstract

Purpose The purpose of this paper is to demonstrate the effectiveness of using classic photo-elicitation followed by blended photo-elicitation (i.e. researcher-edited reflexive photographs). This approach provides a deeper and more contextualised understanding of people’s lived experiences by linking their physical and psychological realities. Design/methodology/approach The authors discuss considerations and issues faced when using a multi-phase co-created photo-elicitation approach, the process and its considerations, photo editing and inclusion criteria. Findings This paper outlines the advantages and limitations of using a prospective and retrospective function in a temporal study using blended photo-elicitation photographs to stimulate discussions with respondents about their experiences. Originality/value This paper demonstrates how a multi-phase co-created photo-elicitation approach extends photo-elicitation. The authors introduce strategies for improving accuracy and reducing reconstruction bias associated with reflective methods. Researcher editing reflexive photographs to add context provides a means for using reflexivity in a nuanced and effective manner within qualitative research.

Qualitative Market Research An International JournalVol. 29(1)
University of Auckland (NZ)
Openalex Percentile: Top 53%
Participatory Visual Research Methods
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Sequencing the visual narrative: a multi-phase co-created photo-elicitation approach — Chetan Shah, Karen V. Fernandez, et al. · Qualitative Market Research An International Journal (2025) | TGRS Research Map | TGRS