A major concern in focus group research is how transcripts are analyzed. One way of resolving the issues involved is the use of images, in the place of words or numbers, to capture discussion outcomes. This work upgrades the visual perspective and uses colors to represent discussants’ opinions about leadership while the strength of those opinions is illustrated by some levels of transparency of those same colors. This model simplifies the expertise needed by enabling speedy determination of discussants’ submissions even as the transparencies, in the form of shades or tints, reveal the gravity of those submissions.


Focus Group, Opinion, Analysis, Hue, Colors, Shades, Tints, Tones, Qualitative, Transcripts

Author Bio(s)

Oladokun Omojola is Associate Professor of Mass Communication in the Department of Mass Communication, Covenant University, Ota, Nigeria. Correspondence regarding this article can be addressed directly to: ola.omojola@covenantuniversity.edu.ng.

Dr. Oscar Odiboh is a Senior Lecturer in the Department of Mass Communication, Covenant University, Ota, Nigeria.

Dr. Lanre Amodu is Senior Lecturer and Head of Mass Communication, Covenant University, Ota, Nigeria.

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