In psychology and sociology, values are seen as key orientations that influence human choice and behavior.
Traditionally, values and motivation have been studied using text-based questionnaires. However, research suggests that image-based methods can also be used to identify personal values and preferences.
What Is a Visual Approach to Values and Ways of Action?
A visual approach involves identifying values through the selection and interpretation of images rather than relying only on verbal statements.
Participants work with images that resonate with them and then reflect on their meaning for their lives and decisions.
The following findings are reported in research on image-based value assessment:
1. Values Can Be Identified Using Both Text-Based and Image-Based Methods
A study by Kaže, Bolinskis & Kurovs (2022) shows that values can be identified and structured using both verbal and visual approaches:
“The results confirm that an individual’s values can be identified and structured into a personal hierarchy by applying both text-based methods and image-based methods.”
The authors also note that the image-based format may offer a more direct way of measuring values:
“Image-based approach seems to offer a more straightforward and more precise way of measuring values compared to the text-based approach.”
Kaže, Bolinskis & Kurovs (2022). An Image-Based Approach to Measuring Human Values.
Societies, 12(6), 191.
Source
2. Image-Based Methods May Reduce Some Limitations of Verbal Self-Reports
Text-based questionnaires are known to be influenced by factors such as social desirability and difficulties in verbal expression.
The authors suggest that image-based methods can help address some of these issues:
“Image-based methods may help to overcome some of the limitations of verbal self-report measures, such as social desirability bias and difficulties in verbalization.”
Kaže et al. (2022)
Source
3. Image-Based Instruments Can Be More Intuitive and Engaging
The article also notes that visual formats may be experienced as more accessible for respondents than traditional questionnaires:
“Image-based instruments can be more intuitive and engaging for respondents than traditional text-based questionnaires.”
Kaže et al. (2022)
Source
Conclusion
The study suggests that image-based methods can be used to explore:
— personal values
— motivational orientations
— preferred ways of action
According to the authors, these methods:
— can be applied alongside text-based approaches
— may help reduce some limitations of verbal self-report
— can be perceived as more intuitive and engaging by participants
This makes image-based work a potentially useful format for approaches focused on clarifying personal orientations and reflecting on directions for self-realization.