Engaging with the Visual: Opportunities for Qualitative Organizational Researchers

Abstract

This chapter explores the use of visual methods in organizational research. The aim is to provide an introduction to the visual methods domain and the different kinds of research possibilities available to entice the reader who may not be familiar with visual methods to engage with some of the exciting opportunities they offer. Initially two different approaches to using the visual are highlighted: first the analysis of already existing visual images, for example photographs, cartoons, and videos, and second the production of specific visual images as part of a research project, for example photographs, drawings, and video. The chapter focuses upon the latter and looks at some of the research that has been conducted using these different methods. Commentary is then offered about some of the challenges and key issues faced by those engaging with this type of research. These include using visual methods as part of a multiple qualitative methods research design, the relationship between the researcher and the researched, theorization, data analysis, credibility, and ethics.