Participatory Methods
Collage
Collage gives teams a repeatable qualitative research practice. It keeps everyone aligned around testing & validation by helping you understanding user values, attitudes, emotions, and desires. Grounded in participatory methods, the method turns insight into tangible next steps.
Goal
Testing & Validation
Group
Qualitative Research
Users
Direct User Involvement
Overview
Collage is a creative research method where participants use images, words, and materials to create visual representations of their thoughts, feelings, or experiences. It's particularly useful in exploring abstract or emotional concepts, as visual expressions can uncover deeper insights that might be challenging to articulate verbally. Collage is often used in the early stages of design to explore user needs, values, and aspirations, providing rich and multifaceted insights that can guide concept development.
Step-by-Step Procedure
9 steps to complete
1
Define Objectives
Start by identifying the goals and objectives of the collage exercise. Be specific about what insights you would like to learn from your participants, such as emotions, preferences, attitudes, or mental models associated with the topic.
2
Select Participants
Identify and recruit target participants who represent your user segment or audience. Aim for a diverse set of participants with a range of backgrounds, experiences, and perspectives on the topic of interest.
3
Gather Materials
Prepare a wide variety of visual materials for the collage, including images, words, and symbols from magazines, websites, and other sources. Ensure you have enough variety to cover different themes, and elements that can evoke different emotions and associations.
4
Setup Workspace
Arrange a comfortable workspace with sufficient space, light, and seating for participants. Provide scissors, glue, tape, pens, markers, and other craft supplies. Organize the collage materials into an easy-to-navigate layout for participants to easily explore and select from.
5
Facilitate Collage Creation
Introduce the activity to the participants, explaining the objectives, and any specific instructions or prompts. Encourage them to explore their thoughts, feelings, and emotions associated with the topic as they create their collage. Give participants enough time, usually 45-90 minutes, to thoughtfully create their collages.
6
Document Collages
As participants finish their collages, document each finished collage by taking photographs or notes. Ensure to collect details of the images used, and the layout or sequence of their arrangement, as this reflects the participant's thought process and associations.
7
Conduct Discussion
Guide a group discussion or one-on-one interviews with participants about their collages. Encourage them to share the meaning, emotions, and thought processes behind their choices, and how the images they chose relate to the topic. Capture these insights through audio or video recordings, and notes.
8
Analyze Results
Analyze the collected data by identifying patterns, themes, and connections among participants' collages and their explanations. Look for commonalities and differences in their visual representations, emotions, and thought processes to uncover insights about users' experiences, needs, and expectations.
9
Report Findings
Summarize the findings in a clear, concise manner, illustrating the key insights and patterns identified through the collage activity. Use visuals, quotations, and descriptions to help convey the participant experiences and perspectives. Present your findings to stakeholders, and consider how to incorporate these insights into your UX design or strategy.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Collage Materials
A variety of materials including photographs, illustrations, text, colors, and textures for participants to choose and arrange in their collage.
Participant Instructions
Clear and concise instructions for participants on how to create their collage and what the collage should represent (e.g. feelings, experiences, or expectations about a product, service or brand).
Participant Collages
Completed collages created by participants to represent their feelings, experiences, or expectations.
Collage Photographs
High-quality photographs or digital scans of each completed collage for documenting and analyzing the visual data.
Participant Feedback and Insights
Recorded discussions or interviews with participants about their process of selecting materials and arranging the collage, as well as their reflections on the final result.
Collage Analysis
An analysis, including thematic and visual patterns, of the completed collages, taking into account the participant's feedback and insights.
Collage Method Report
A comprehensive report outlining the process, outcomes, findings, and insights of the collage method, along with recommendations for future UX improvements.
Collage Method Presentation
A visual presentation summarizing the findings and insights from the collage method, intended for stakeholders and team members.
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