Evocative Imagery toolkit

The EI Packs are a type of Enabling Technique used in qualitative consumer research to help people  more easily express thoughts and feelings they may find hard to articulate otherwise.

1. Consider how you want to use the pack (as an icebreaker, to probe on how people feel about themselves, others, a project, a brand..)

2. Select a pack that conveys the range of responses that people may have about the topic you’re exploring. 

3. Show the Pack or give it to the participants. Instruct them what to do, for example, “Take a moment to look at the images. Select one that best represents how you feel (this morning, about the team, about this product, etc.). Once you select an image, say why you chose it (what it means to you).”

4. If you’re planning on analysing the data, ensure that you capture which images were chosen and why (you can use the image ID in the Image Index to help with tracking).

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All right reserved, no reproduction without permission

The Future Tonic Toolkits are protected by copyright laws throughout the world. Future Tonic grants you a limited license to use the Toolkits for your personal or internal business purposes. You shall not license, sell, resell, upload, reproduce, distribute, host or otherwise commercially exploit Future Tonic toolkits or the assets (photos/images) within them. 

Use of the toolkit does not give you the right to use the images outside of the toolkit (for example, for editorial or commercial uses, posting on blogs, websites, etc.). If you want to use an image for other purposes, you must check the licensing rights for that image (you can find the owner/source of the images in the image index).