Avatar-Based Interviewing: Mediated research interviews in a gamified world

Avatars remain under-utilised in qualitative research interviews. This paper presents Avatar-Based Interviewing (ABI), which is a six-step qualitative method that addresses this gap by placing the avatar at the centre of the research encounter. Interviews are held in person, and an avatar is designed and discussed by participants. 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. We 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. 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.