Description
Join our latest online session from the BAM Research Methodology SIG, led by Professor Jessica Lichy, Professor at IDRAC Business School (France) and a Visiting Professor at the University of Sunderland’s Faculty of Business & Technology. The focus of this session is on how researchers can collect visual data using (i) Rich Picture Technique (RP) based on sketches produced by the participants (by hand or by computer), and (ii) auto-driven photo elicitation interviews (PEI) where photographs are taken by the participants themselves and brought to the interview, to explore their thoughts and experiences.
Visual data are often used to better understand individuals’ conceptualisations of complex, challenging situations. They can expose potentially hidden aspects of the influence of the context, to reveal previously unarticulated constructions. When the researcher strives for capturing complexity, visual methods have the potential to help decision-makers deflect from their tendency to simplify descriptions of accounts and to meaningfully engage these individuals in the research process.
Time will be made for discussing reviewer perceptions of visual data and methods for ensuring rigour in data analysis.
EXAMPLES OF ARTICLES USING RP TECHNIQUE AND PHOTO ELICITATION:
Lichy, J. & McLeay, F. (2018). Bleisure: motivations and typologies, Journal of Travel & Tourism Marketing, 35(4), 517-530. http://dx.doi.org/10.1080/10548408.2017.1364206 Winner of the ‘2018 JTTM Martin Oppermann Article of the Year’ Award.
Lichy, J. (2023). Managing consumption for a cleaner future… but what’s in it for me?. Question (s) de management, (2), 89-104.
Gubrium, Jaber F. & Holstein, James (Eds.) (2003). Postmodern interviewing. Sage, Thousand Oaks, CA. Pink, S. (2007). Doing Visual Ethnography: images, media and representation in research. Revised and expanded 2nd edition. London: Sage. ISBN 0761960546
Provider Information
Who Should Attend?
Researchers who are interested in trying a new method for data collection, as well as researchers who arelooking to add a qualitative method to extend quantitiative data. Reveiwers will also stand to beneift from learning about visual data collection.
Speaker
Professor Jessica Lichy
Jessica Lichy, PhD, HDR, is a Full Professor at IDRAC Business School (France) and a Visiting Professor at the University of Sunderland’s Faculty of Business & Technology.
A specialist in online and digital user behaviour, she researches sustainable digital transformation, business modelling, intergenerational and intercultural digital usage, socio-materiality and sociotechnical disparity. Her current work explores emerging trends in technology-enhanced living from a user perspective.
Jessica serves on editorial boards of leading journals and actively contributes to international research conferences, teaching exchanges and collaborative academic projects, fostering innovation in digital and business research
Benefits of attending
- Increased understanding of the visual methods available for data collection;
- Developing a convincing analysis of non-quantitative data;
- Insights into enhancing the rigour of the data analysis;
Event Fee
BAM Members: Free
Non-BAM Members: £60
If you are booking multiple paid events as a Non-Member, it may be cheaper for you to purchase a BAM Membership as nearly all BAM Events are free or at a discounted rate for Members.
For more information, please visit BAM Membership
Booking Deadline
Registrations close on 1st June 2025 at 23:59 BST
Contact
Please contact the BAM Office at [email protected] with any queries.
