This article presents the protocol of online multi-image elicitation (OMIE) in an effort to evaluate its methodological contributions – using an example – and analyse its effectiveness as a marketing research technique. We will outline the theoretical and epistemological foundations of this mixed method approach, as well as the principles underpinning its development and the analytical possibilities available. We will show how this hybrid mechanism combines the appeal of an interpretive protocol using both images and text, while at the same time generating – on a large scale – rich- and good-quality data that can be used for statistical purposes. We will see that OMIE is suitable for analysing the experiential and emotional components of consumption.
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