A qualitative research method, photo diaries are a fantastic way to gain rich insights into people’s environment, behaviour, opinions, routines, likes and dislikes. The tool is not bound by language—instructions can be translated or even given in symbols—meaning that this form of research is accessible to almost everyone, whether they are old, young or speak the same language, and no matter what level of reading ability. Similarly, the method can either be low tech (cheap disposable cameras) or high tech (with loaned digital technology or via digital platforms). An easy, fun, engaging activity for participants that can be used over hours, weeks or months, photo diaries drive innovation by giving you direct access to someone else’s world.

1. PHOTO
DIARIES
Innovation Tools Series
A short guide to

2. By asking customers (or not yet customers) to take
photos of things about themselves and
during their day...
...you get a unique look at the inside of their lives and
can develop deep insights about them

3. 1. What did you have for breakfast?
2. What did you wash your hair with?
3. How did you get to work?
4. What’s your favourite thing to do on the weekend?
5. What’s the most important gadget in your life?
6. Who is the most important person in your life?
For example, you could say...
Your research could be
focused on their personal life
or leisure time
Please take a photo of your
answers to the following questions...

4. 1. The time I got to work...
2. My favorite thing about where I work...
3. The most frustrating thing about my work...
4. Where I’d like to go on holiday...
5. What I do during my lunch break...
6. I love this piece of equipment...
7. What my desk looks like at the end of the day...
Or set a them a photo challenge...
Your research could relate
to their work (or both work
and personal time)

5. So how do you make
photo diaries happen?

6. Define your research target market or segment1
Agree what you want to discover and explore2

7. Recruit volunteers in the right segment3
Provide your volunteers with equipment and
clear instructions on what you’d like them to do
4

8. Let them get on with the task or check in to see if
they are getting on ok and if they need any help
5
Collect all the data and images back for analysis6
This is my best
friend and her cat...

9. Arrange an online or in-person interview regarding
the images to get the full story behind them
7
Learn your little heart out!8
Well done
Good Effort!

10. You can do this
low tech or high tech
(It’s about deciding what works best for your participants)

11. Disposable
camera
Loaned Digital
Camera
Text a photo topic each
day and get an MMS back
Old
School
New
school
Simple video
camera
Use own
camera then
upload images
to website
Upload

12. Your customers notice
things they wouldn’t
otherwise tell you about
or remember
Photo diaries reduce
self-reporting bias
Photo diaries create a
tangible immersion into
the participant’s world
The activity creates
more insightful
conversations
—both with participants and
about your findings
You have opportunity to
see the world through
your customers’ eyes
Why use photo diaries?

13. When to use photo diaries
Where there are
language barriers
—photos speak louder than
words, you just need to
translate your instructions
When you want to
create a different kind
of engagement both
during and after the
research project
As a precursor to
interviews and focus
groups for deeper
discussion and insights
When you need
visual inspiration
When you want
input on brand
direction
When you want to
collect potential
marketing content
When you want to
see the world through
someone else’s eyes

14. Say Cheese!

15. STOCKER
PARTNERSHIP
The Stocker Partnership
is a strategic innovation
consultancy
We help organisations to
create and exploit new
opportunities
024 76 100 193
hello@stockerpartnership.com
Matt Stocker
Debbie Stocker
www.stockerpartnership.com
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Illustrations by Stina Jones (stinajones.co.uk), and Matt Stocker