The Importance of Visual Methods in Qualitative Research

Abstract

This paper demonstrates how visual methods were integrated into the qualitative phase of a mixed-methods research design. It highlights how incorporating these methods enriched data collection and analysis by capturing dimensions that quantitative approaches would overlook. Drawing on theoretical contributions from Decuypere (2020), Pink (2007), Olmo-Extremera et al. (2024), and others —alongside empirical findings from Medrano et al. (2024) doctoral research—we confirmed that visual methods (e.g., photography, video, and sensory ethnography) enhance the reliability and depth of qualitative results. Key findings revealed that visual techniques uncovered power dynamics and social norms imperceptible through quantitative methods. The use of 360-degree imaging provided detailed insights not only into physical environments but also into the role of non-verbal communication in in depth interviews. Finally, we discuss the benefits, challenges, and broader implications of these visual methods for contemporary social research.