Methodological considerations for interpretative phenomenological analysis (IPA) in visual research: a practical guide to using collages

ABSTRACT Interpretative phenomenological analysis (IPA) is a leading qualitative method in UK psychology and is increasingly adopted by researchers across disciplines worldwide. This paper offers a practical guide for conducting multimodal IPA research by integrating visual methods, specifically the collage technique from a consumer study, as an example. Grounded in Gadamer’s hermeneutics, it addresses key paradigmatic and ethical considerations and chiefly responds to calls for more robust, evidence-based IPA research. We highlight how visual methods, such as idiographic collages, enable richer and more layered accounts of lived experience than traditional interviews alone. Drawing on insights from fields like marketing, law, and ethics, the paper also advances methodological thinking in psychology and related disciplines. We conclude that multimodal IPA research using visual methods, such as collage, can balance the demands placed on researchers with the depth, richness, and surprising insights this approach can yield.