Emotions, Words and Colors: A Strategy to Visualize and Analyze Patterns from Visitors' Narratives in Museums

Abstract

How can the emotions expressed by visitors after visiting a museum be analyzed through audio recordings and transcripts of interviews? Can an analysis based on colors help the qualitative researcher to identify patterns in the data? What can visual analysis of emotions tell the researcher? This paper presents a concept and some initial reflections on the data gathered from visitor experiences to identify patterns based on emotions, using a qualitative data analysis software - NVivo - or new types of 3D visual data analysis in immersive environments.