How Many Wings Does a Butterfly Have? Or Stimuli As an Elicitation Technique For In-Depth Interviews

Maria Kniazeva, University of San Diego
ABSTRACT - This research incorporates visual triggers into traditional procedures of in-depth interviewing in order to elicit respondents’ perceptions of complex phenomena with a heavy scientific background, such as genetically modified food. [Genetically modified food is scientifically defined as food containing genetically altered organisms.] The primary objective of the study is to examine the effectiveness of the use of visual triggers as research tools for collecting data in the domain of the unknown and to identify the mechanism of elicitation technique. This mechanism is found to include different readings of the same pictures, agreement/disagreement, similar readings of different pictures, voicing conscious and unconscious thoughts, and seeing oneself in the picture.
[ to cite ]:
Maria Kniazeva (2005) ,"How Many Wings Does a Butterfly Have? Or Stimuli As an Elicitation Technique For In-Depth Interviews", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 540-545.