Way, way back in the day, when I was a young research assistant, I helped set up focus groups. I have mailed out hundreds of socks to focus group respondents, catagorized "day in the life" pictures, and helped get our moderator ready to do the Visual Explorer exercise.
A decade later, it is still one of my favorites.
Here are the basics:
The Visual Explorer card set is offered from the Center for Creative Leadership in Greensboro, NC. A typical set has about 200 images that are intended to leave themselves open to some degree of interpretation depending on the prompt that that facilitator gives. Some of my favorites are an adult hand holding a baby hand, some particularly creepy doll faces, and some puzzle pieces.
The moderator/facilitator spreads out the pictures, or hangs them up depending on preference. I like to hang them up because it is easier for a large group to see. The participants are then given a prompt and asked to choose a picture that reflects their feelings/experiences.
The group then debriefs on their selections. If you are doing several groups, you are then able to compare pictures/experiences across a larger sample size, although the primary usefulness of this exercise is to get qualitative feedback.
We did a series of groups in a company that I worked at formerly on innovation. Using the visual explorer deck of cards, we asked employees to choose a picture that showed what it was like to innovate at the company. Here were some responses:
Picture of a Roadblock: "It is like a traffic jam. You know you need to get somewhere, but there are so many things that get in your way."
Picture of Men in Suits with Boxes Over Heads: "It's like we have so many meetings, and things to do that we are stumbling around blind with no direction."
The deck from CCL is highly affordable and there are a ton of different ways it can be used. Here are some ideas:
1. Choose a picture that represents how Brand X makes you feel.
2. Choose three pictures that represent the problem Product X needs to solve.
3. Choose a picture that shows what it feels like to complete Service Experience X.
4. Choose a picture that represents the one problem we need to solve to achieve our company goals.
5. Choose a picture that represents what it should feel like to work for Company X in five years.
The possibilities are endless. For more info on Visual Explorer, visit the CCL website: