Reveal user emotions, values, and aspirations through visual self-expression that bypasses rational verbal filters.
Collage asks participants to create visual compositions from images and materials to express emotions, values, and aspirations beyond words.
Collage is a creative, generative research method where participants compose visual representations using images, words, textures, and materials to express their thoughts, feelings, and experiences related to a research topic. Unlike verbal methods, collage bypasses rational, socially acceptable responses and taps into subconscious associations, emotions, and aspirations that participants often struggle to articulate in interviews or surveys. UX researchers, brand strategists, and design teams use collage in early research phases to explore emotional territories, brand perceptions, lifestyle contexts, and user values that inform concept development and design direction. Participants select and arrange elements from a curated collection of magazines, photographs, and craft materials, creating compositions that serve as rich artifacts for discussion. The follow-up conversation where participants explain their choices often yields the most valuable insights, as they articulate meanings and connections they might not have surfaced through direct questioning. Collage is particularly effective with participants who are less verbally expressive, younger audiences, or cross-cultural research contexts where visual communication transcends language barriers. The resulting artifacts also serve as powerful inspiration materials that bring user perspectives directly into the design studio.
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.
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.
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.
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.
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.
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.
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.
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.
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.
After conducting collage sessions, your team will have a collection of rich visual artifacts created by participants that express their emotional associations, values, aspirations, and experiences related to your research topic. The follow-up discussions will provide deep qualitative insights into the meanings behind participants' visual choices and how they relate to your product, brand, or service. Analysis will reveal common emotional themes, aspirational patterns, and cultural associations across participants. Teams typically use these findings to inform brand positioning, design direction, concept development, and aesthetic decisions. The collages themselves serve as powerful communication tools that bring authentic user perspectives into stakeholder presentations and design workshops.
Collage works well as a complement to interviews, focus groups, or creative workshops for richer insights.
Curate a diverse but manageable selection of materials to avoid overwhelming participants with too many options.
Physical materials provide richer tactile and emotional engagement than digital tools, so prefer in-person when possible.
Prepare significantly more images than needed so participants can find unexpected connections and associations.
Always follow up collage creation with discussion -- the verbal explanation is often more valuable than the artifact itself.
Include blank paper and drawing materials for participants who want to add original elements to their composition.
Use collage early in projects to explore abstract concepts before moving to more structured research methods.
Frame prompts specifically, such as 'my ideal morning routine' or 'how this brand makes me feel,' for focused results.
Limited image selection forces participants into narrow expressions that may not reflect their true feelings. Curate a diverse, abundant collection covering many themes, moods, and visual styles.
Treating the collage itself as the primary data source misses the most valuable insights. The follow-up conversation where participants explain their choices is where deep understanding emerges.
Giving too-specific instructions constrains creative expression and biases results. Provide a clear but open prompt and let participants interpret it in their own way.
Interpreting collage imagery without participant explanation leads to researcher projection. Always ground your analysis in what participants actually said about their choices and arrangements.
Collage is most powerful in early exploratory phases. Using it after design decisions are made limits its ability to open new directions and inform creative exploration.
Curated collection of images, text, colors, and textures for participants.
Clear prompts explaining what the collage should represent and how to create it.
Completed visual compositions representing participant feelings and experiences.
High-quality photos or digital scans of each completed collage for analysis.
Recorded discussions about material selection, arrangement, and meaning.
Thematic and visual pattern analysis across all participant collages.
Comprehensive report with process, findings, insights, and recommendations.