The utility of visual methods in the research odyssey

Abstract

Over the past few decades, there has been widespread use of visual methods in the research process in traditional disciplines such as sociology and anthropology, as well as in newer subject areas including graphic design and visual analytics as spurred by the latest technological developments. Visual methods used in the research process have been described as covering 'a range of methods and practices that involve the use of visual media and technologies in all stages of research' (Pink 2003, p. 1185). However, since each academic discipline seems to have its own way of defining visual methods in research, it may be more appropriate to provide a generic description rather than a definition focusing on non-linguistic images and how they are used as a source of data, as a method of data analysis, and as a means of data representation (Siegesmund 2008, p. 940). Using part of the research activities undertaken in one research study, this paper demonstrates the utility of word clouds and tree maps as visual methods. The paper demonstrates how these methods enable sophistication in data analysis and representation. However, these visual techniques are not adequate means of data analysis and represent on their own. For instance, word clouds could be considered 'unsupervised clustering' (Gambette and Véronis 2010, p. 561); while tree maps do not allow more sophisticated analysis of individual transcripts. Therefore, it is the researcher's responsibility to ensure that such visual techniques are used in conjunction with other methods to ensure comprehensive analysis and representation of the research odyssey.