(Im)perfect pictures: snaplogs in performativity research

Purpose The purpose of this paper is to explore a visual method, snaplog (snapshots and logbooks) from a performativity theory approach. Design/methodology/approach The paper uses empirical examples from a three‐year qualitative research project where snaplogs are used as an experimental method. The paper presents a reading of performativity theory and discusses the performativity of using visual methods in the research process. Findings The paper concludes that visual methods have a special ability to activate the field in a way that avoids preconceived ideas, and creates possibilities to observe the researched phenomenon and how it practices, resists and revoices the questions asked by the researchers. Research limitations/implications The paper explores and discusses the authors’ experiences and reflections on the positioning and scope of using snaplogs as a visual method. It does not report a systematic evaluation of its implications. Practical implications Snaplogs offer the researcher the possibility to activate and cooperate with the researched phenomenon. Originality/value The potential value of the paper is that it offers inspiration to organization researchers looking for innovative/performative research methods.