So much of consumer-based qualitative research these days is about visual imagery. The researcher may take their own photos or collect documents, packs and products during the fieldwork. For many projects we ask participants to upload photos, collages and videos.
The question is: what do you do with it all? You could just count them I guess, but that misses the whole point of qualitative research, which is about exploring and learning about some one else's life.
Too many people talk about the stress of Christmas and not the magic.
Using a combination of online discussion boards, ethnography and semiotics has given us unique insights into Christmas. Yes, Christmas is stressful, but what is really interesting is why it is stressful and why the stress is worth it.