Objective: Experiment with a hybrid qualitative and quantitative research methodology to explore the potential of images in enhancing data collection and insights generation.

Approach:

• Hybrid Research Methodology: Developed and implemented a hybrid qualitative and quantitative research approach to explore the potential of images as a data source, allowing for a richer understanding of participant experiences.

• Wellness Exploration: Selected wellness as the research topic due to its cross-industry relevance, facilitating participant recruitment and encouraging diverse perspectives on what it means to be well.

• Image Collection and Analysis: Conducted two rounds of research where participants submitted images encapsulating their understanding of wellness, accompanied by descriptions. Tasks included exploring initial perceptions, delving deeper into concepts, and envisioning the future of wellness.

• AI Integration: Incorporated AI tools to analyze participant responses and images, comparing insights generated by the research team with those derived from AI, enhancing data processing efficiency and depth of analysis.

Outcome: Uncovered diverse conceptualizations of wellness, revealing a common desire for moments of tranquility in a fast-paced world. Delivered a refined research methodology that leverages visual data to enrich insights.