Using the Associative Imagery Technique in Qualitative Health Research

Abstract

The associative imagery technique is a qualitative tool with which researchers use carefully selected photographs or images to trigger participants' responses to explain difficult behavioral and social concepts. In this article, we describe the development and implementation of the associative imagery method in focus groups to understand the complex relationships between homecare workers and their clients as part of a larger health and safety intervention project conducted by the National Institute for Occupational Safety and Health. A total of 116 homecare workers and clients were recruited for the study. We found that participants used images mainly in two ways. First, the images served to remind participants of specific persons, events, and/or objects. Second, the images facilitated recollections and reflections that allowed participants to metaphorically describe their experiences, feelings, and emotions. Both usages of imagery generated comments that answered the research question in a more relevant, descriptive, and vivid way.

A Picture Is Worth . . . ? Photo Elicitation Interviewing With Formerly Homeless Adults

“…Traditionally, researchers have controlled the visual media used in their studies. Gong and colleagues (2012), for example, used selected photographs and associative memory techniques with home care workers to trigger explanations of difficult aspects of their work with the elderly and disabled. In contrast, respondent-controlled PEI, sometimes referred to as auto-driven (Clark, 1999) or reflexive photography (Prosser, 1998), leaves the decision on what to photograph up to the respondent, with the subsequent interview an exercise in joint meaning making with the interviewer.…”

Exploring the Link Between the Hazards and Value of Work, and Overcoming Risk for Community-Based Health Interventions for Immigrant Latinx Low-Wage Workers

“…The WHRN study held five FGs with domestic, construction, restaurant, home care, and community health workers ( N = 45; women, n = 28; men, n = 17) that explored perceptions about how work factors influence workers’ health and well-being, and how these factors could contribute to healthy eating and active living intervention ideas, a programmatic interest of our community partner. We used the associative imagery technique to help elicit meaning-rich data (Gong et al, 2012). FGs were about 1.5 hours in duration and were conducted in 2015 in one of the MRNY’s largest centers in the NYC borough of Queens.…”

Parents’ Views of Father–Child Rough-and-Tumble Play

“…First, although the phrase 'rough-and-tumble' is common, research shows that adults may find it hard to distinguish from actual fighting (Koustourakis, et al, 2015). Thus, RTP can be a difficult behavioral concept to explain, and we considered image-based stimulus material an appropriate tool to provide an exemplar of RTP for the participants (Gong et al, 2012). Second, we wished for participants to focus on the child and father behavior separately, and to recall memories and emotions from their own experiences.…”

“…Second, we wished for participants to focus on the child and father behavior separately, and to recall memories and emotions from their own experiences. Photointerviewing methods have been used successfully in health and community studies (Gong, et al, 2012;Hurworth, 2004), and although there appear to be few examples of video-interviewing methods, sharing and communicating through video clips is now an established cultural habit (Meikle, 2016). The interview schedule was created by the researchers based on a review of the research and practice literature concerning parent-child interaction and child development.…”