Qualitative Analysis of Visual Data in Information Behavior Research

Abstract

Purpose/Thesis: The paper contains a methodological reflection on qualitative analysis of visual empirical data as a research procedure in the contemporary human information behavior research. The possibility of implementing this approach has been tested on a case study of personalized information spaces in everyday life of undergraduate information management students in the academic year 2018/2019.Approach/Methods: The reported research employs the realist epistemological stance, qualitative and descriptive approaches, and four methods/techniques: critical literature review, case study, drawing as a mental mapping tool, and thematic analysis. Results and conclusions: Visual data analysis is cognitively fruitful; it enables grasping the multidimensional “information reality” as perceived by the users (the humanistic coefficient). However, it is time-consuming, it requires meticulousness and self-reflection on the part of the researcher; it must also leave a clear audit trail to assure credibility and intersubjective verifiability of investigations.Originality/Value: The article is concerned with innovative research procedures, rarely discussed in Polish information science literature. Combining visual approach with individual information spaces, it corresponds to the latest methodological and topical trends in the field of information behavior. It also links theoretical reflection with the research practice.