ABI: Novel participatory qualitative method published in leading journal

Matthew Pulis & Luke Joseph Buhagiar published a novel qualitative method in the leading social science journal Qualitative Research in Psychology.

The article, titled "Avatar-Based Interviewing: Mediated research interviews in a gamified world", presents Avatar-Based Interviewing (ABI).

ABI is a six-step qualitative approach that addresses a significant research gap by placing the avatar at the centre of the research encounter. In ABI, interviews are held in person, and an avatar is designed and discussed by participants during the course of the interview.

ABI involves:

(1) identifying research questions and familiarising oneself with the gaming environment;
(2) selecting an appropriate genre and game;
(3) avatar creation by participants;
(4) discussing the nickname chosen by participants for their avatar;
(5) discussing the avatar and research topic; and
(6) analysis with the avatar in focus.

The authors also present a case study with 23 teenagers in Malta, demonstrating ABI’s capacity to generate rich insights on young people’s identity and self-concepts.

The game used in the case study was The Elder Scrolls V: Skyrim (Skyrim) (2011).

ABI encourages open dialogue and positions participants as co-researchers via its collaborative ethos. It allows the study of actual, ideal and alternative selves often missed by traditional interviews. Most importantly, it allows social scientific and youth researchers the possibility of addressing areas that are difficult to discuss, such as youth identity and trauma.

Rev. Matthew Pulis is a PhD student at Vrije Universiteit Amsterdam, and casual lecturer at UM; and Dr Luke Joseph Buhagiar is a resident academic at the Department of Policy, Politics and Governance (UM).

The method was developed as part of Matthew Pulis' ongoing PhD in practical theology, and ABI workshops will be held for international audiences in the coming months.