Beyond projection : Using visualization in conducting interviews

Purpose - This article argues for the reflective use of visual techniques in qualitative inter-viewing and suggests using visuals not only as projective techniques to elicit answers, but also as facilitation techniques throughout the interview process.

Design/methodology/approach - By reflecting on their own research projects in organization and management studies, the authors develop a practical approach to visual interviewing - making use of both projective and facilitation techniques. The article concludes by discussing the limitations of visualization techniques, and suggesting directions for future research on visually-enhanced interviewing.
Findings - The article's contribution is two-fold: First, it explains how the introduction of visual facilitation may improve the interview process, while also bringing advantages for the ensuing phase of data analysis. Second, it suggests a practical approach for the integration of visual projection and facilitation into qualitative research.

Originality/value - This article is reflective of what is currently occurring in the field of qualitative interviewing, and presents a practical approach for the integration of visual projec-tion and facilitation into qualitative interviews.