Use of associative imagery in qualitative formative research

Associative imagery, a technique that has been traditionally used in research marketing for commercial products has rarely been used in the field of public health. This type of qualitative research allows respondents to associate images with their own emotions and to use metaphorical thinking to explain difficult behavioral health concepts. The development of useful qualitative data collecting tools is essential in participatory research, especially when working with multicultural, multi-lingual, and low English literacy populations. Research of the health and safety of home care workers (HCW's) faces precisely these challenges. In a series of ten informational interviews with individuals who were either HCW's or clients of HCW's, we were able to explore this associative imagery technique. The results were translated into the development of a useful methodology and protocol for use in a larger NIOSH sponsored project, specifically in focus groups. We found that the by utilizing selected pictures and asking questions about their health behaviors on the job, we allowed participants to give us their own insights about their interactions in the homecare environment. As a result we achieved a greater depth of answers and participation when compared to the traditional straight forward didactic question/response format. This poster will describe the iterative process involved in developing this technique, implementation into larger focus groups, and will illuminate future uses of this method.