Opinions as colors: A visual analysis technique for modest focus group transcripts

Abstract

A major concern in focus group research is how transcripts are analyzed. One way of resolving the issues involved is the use of images, in the place of words or numbers, to capture discussion outcomes. This work upgrades the visual perspective and uses colors to represent discussants’ opinions about leadership while the strength of those opinions is illustrated by some levels of transparency of those same colors. This model simplifies the expertise needed by enabling speedy determination of discussants’ submissions even as the transparencies, in the form of shades or tints, reveal the gravity of those submissions.