Out with words – are pictures the new black? A mobile research experiment replacing words entirely with "enhanced" pictures

This paper explains a research experiment using solely pictures to provide key learnings from this methodology and its implications for future market research projects.

Introduction

In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new real-life communications methods, such as "augmenting" pictures using social media apps.

Introducing the contextual parameters

The first documented "selfie" dates back to 1839, whereby amateur chemist Robert Cornelius undertook a bold photographic experiment (The First Ever "Selfie", 1839), resulting in this self-administered shot.

Figure 1

Needless to say, the use of pictures in our everyday lives has undergone a significant...

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