A Trip Down Memory Lane: How Photograph Insertion Methods Trigger Emotional Memory and Enhance Recall During Interviews

Abstract

The purpose of this chapter is to explore the potential of photo-elicitation as a data generating method. Photo-elicitation is rarely used for data generation, despite the considerable promise of this method. Our empirical investigation focused on people's emotions and experiences of dual systems in Kazakhstan, a country currently undergoing change from the old Soviet system to a new market economy. In addition to semistructured interviews, we use photographs in order to enhance emotional connection and recall. We use the imagery as a device to generate data, and more specifically, data on individual and social perspectives that are integral to particular experiences. We argue that photo-elicitation can bring out peoples' lived experiences of the social context being investigated. We explain why and how to use the method in practice.

Citation

Kjellstrand, I. and Vince, R. (2020), "A Trip Down Memory Lane: How Photograph Insertion Methods Trigger Emotional Memory and Enhance Recall During Interviews", Crook, T.R., Lê, J. and Smith, A.D. (Ed.) Advancing Methodological Thought and Practice (Research Methodology in Strategy and Management, Vol. 12), Emerald Publishing Limited, Leeds, pp. 39-53. https://doi.org/10.1108/S1479-838720200000012015