The Association for Qualitative Research
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Flipagram as a short ethnography tool

For a long time, qualitative research has allowed respondents to upload images and videos to online research platforms. These short videos, typically up to 5 minutes long, can shed light on a respondent's lifestyle, though are often unedited thought-downloads.

Flipagram enables users to create short photo slideshows (up to 15 seconds long) with the potential for accompanying audio. The respondent can choose the images that accurately sum up a typical mealtime, say, while the researcher benefits by having lots of extremely focused stories.

Flipagram at the iTunes store


Darren Till
Research Consultant, Discovery

This article was first published in InBrief magazine, January 2014
Copyright © Association for Qualitative Research, 2014