Visual and projective methods in Asian research

Purpose – The purpose of this review is to offer a summary of visual and projective research methods that have been applied or may be applied fruitfully in an Asian context. Examples are provided and a delineation of the strengths and weaknesses of the methods is made. Design/methodology/approach – This is a review article covering a number of different relevant methods and briefly reviewing studies that have been conducted in Asia using these methods. Findings – The paper reviews five different uses of qualitative visual and projective methods in Asian consumer and market research: as archival data for analysis; as direct stimuli for data collection; as projective stimuli for data collection; as a means for recording qualitative data; and as a means for presenting qualitative findings. Research limitations/implications – It is suggested that Asia contains a rich visual culture and that the research techniques reviewed offer compelling means for enhancing data collection, data analysis, and findings presentations from qualitative market and consumer research in Asia. Originality/value – The paper brings together a diverse array of prior research illustrating the potential of the methods reviewed. In addition to discussing this research a number of references are provided for those wishing to examine these methods in greater detail and apply them to their own research.