The Association for Qualitative Research
The Hub of Qualitative Excellence


Materials that describe and explain an idea for an advertisement (TV or cinema) as a series of stills or sketches. These are shown to research participants along with a verbal description of scenes, characters and action, sometimes in the form of a narrative tape and sometimes as a script read by the researcher. A storyboard is one of the methods by which rough TV advertising ideas (usually expensive to make) can be subjected to research in an economically viable way.

Related Terms


About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership