VISUAL SURVEY TECHNIQUES FOR RESIDENTIAL AREAS

IN URBAN STUDIES

Planning Theory and Process

Term Paper

Submitted By- Shraddha Bahirat (14AR91R01)

Contents

1. Introduction .................................................................................................................... 3
2. Importance of Visual Survey Techniques in Housing .................................................. 3
3. Need for Visual Survey for residential area .................................................................. 3
4. Visual Survey Techniques ............................................................................................... 3
4.1 Direct Observation .................................................................................................. 4
4.2 Windshield Survey ................................................................................................... 5
4.3 Visual Preference Survey (VPS) ............................................................................. 6
4.4 Visual Vignette Method ........................................................................................ 10
4.5 Community Image Survey (CSI) ........................................................................... 11
4.6 Cognitive Mapping ................................................................................................ 12
4.7 Photomontage ....................................................................................................... 12
5. Selection of a Tool ....................................................................................................... 13
6. Conclusion.................................................................................................................... 13
References

1. Introduction
The term paper primarily focuses on the visual survey techniques that can be used
by researcher, planners, architects and urban designers to understand the human
behaviour in the urban residential areas by recording their behaviour and actions or
by direct interaction with the people. Thus the aim of this study is to understand and
analyze the research and planning methods that primarily stresses on the visual study
of the urban areas especially the residential areas.
2. Importance of Visual Survey Techniques in urban studies
Urban studies have traditionally utilized quantitative research and survey techniques
to elucidate shifts in the economy, demography, class etc. Infact even the
environmental research has relied on the verbal descriptions and perceptions of the
physical environment, virtually ignoring the important visual component. Until now
visual imagery had been given very little attention in environment-behaviour studies
of the urban areas or the residential district in an urban area.
Designers and planners have overlooked the application of the social science
techniques for acquiring the visual information. Therefore the emerging paradigm of
Urban Visual Studies not only retains these concerns addressed by quantitative
research but also investigates visual and cultural forms in and of an urban area. The
cities present a unique challenge for identifying evidence that can be systematically
theorized and historically categorized as it is a complex system of large-scale
dynamics and local experiences and the Urban Visual Studies productively relates
this abstract sense of space to the notion of place. Thus as an interdisciplinary
research field, the questions about space, agency, power, status, gender,
modernity, and consumption investigated by scholars of visual forms are recasted.
Three broad but overlapping approaches constitute its methodology. One interprets
images, forms, objects, and archives. Another investigates the everyday practices,
rituals, and social dynamics of urban vision. A third involves mapping, diagramming,
and creating spatial and temporal simulations and databases.
3. Need for Visual Survey for Residential Areas
Visual Survey techniques can be used for environment behaviour studies in a
residential neighbourhood. They can prove beneficial to study and understand the
place affiliation of the residents with their surroundings environment. Quite often,
design professionals and public or the residents have a different aesthetic value;
they differ in their reaction to the environment. This factor can have a significant
effect on the future development of the urban residential areas. A focus on visual
information can act a medium of dialogue between the researcher, designer,
planner and the client/ residents.
Although just visual inputs in design and planning process are inadequate, user
relevant decisions have increasing become a requirement in finding community
acceptance. These tool can be used as a participatory tool for facilitating the
decision making process while designing or planning of the residential districts in an
3

Urban area which can have many benefits. First, from the social point of view,
integrating participation and research can result in meeting of peoples need and
expectations from their residential environment. Second, the user group it represents
has an increased sense of having influenced the design-decision- making process
and can increase the awareness of the decisions made. Third, these techniques
provide professionals more relevant and up-to-date information, thus supplementing
the other data available.
4. Visual Survey Techniques
Various strategies have been explored that can expand the researchers visual
information base e.g. Diagramming, photo-interviewing, photo sorting, mapping,
notation, simulation, videotaping and CADD suggest the range of media available
for expanding the researchers comprehension of the everyday life through visual
survey. Thus various visual survey techniques have been developed to study the
residential areas or the neighbourhoods by the researchers till date, which have
been elucidated in the following sections.
4.1. Direct Observation
Importance and advantages
It gives a better understanding of the environment in which people interact and also
allows the researcher to understand the things or phenomenon some residents may
not be aware of. It can help to distill some useful information that may not be
apparent from the data collection methods. This allows the researcher to choose a
location, event or phenomenon and then directly observe activities over a period of
time.
The Process of Direct Observation
The researcher can begin with clearly describing the location he is observing,
including the detail. He can then describe the people he sees and observe the
activities in place. Developing an observation form can be useful, which will help
guide the researchers observation and help to focus on specific items. The
researcher needs to determine the most appropriate site and gear the timing of his
observation of the phenomenon in question. E.g., if the researcher observes a
neighbourhood early in the morning, he may miss the social interaction that
happens later in the evening. Hence the researcher should observe different sites at
various times to make the best overall direct observation. Following the observation,
it should be documented as much as possible while the information is still fresh in
minds of the observer. The observer should avoid preconceived ideas such ideas
may bias the observation. The potential bias can be reduced by:
Being aware of the opinions and prejudices, and striving to remain objective in
the observation of people.
Provide opportunity for at least two observers to observe independently.

Conduct an in-house training session to help produce more reliable results.

4

4.2. Windshield Survey

They are a form of direct observation that involves making visual observations of a
neighbourhood or community while driving or literary looking through the
windshield. These surveys can provide an objective, easy and a quick overview of
the entire residential community and can be used for a community-based
participatory action research, inviting community participation. This technique can
be very useful in understanding specific aspects of a community. The researcher can
use this technique if the researchers concern is with the communitys relationship to
the environment, the nature of street life, traffic, or with any other particular element
of residential community life or functioning, then the windshield or walking survey
that concentrates on that element can provide him/her with an overview.
Importance/ Advantages
This method of direct observation is the least inexpensive and time-efficient for
assessing the social environment of a community. The purpose of these surveys is to
provide a better understanding of the environment that the researchers are studying
and also to provide insight to the resources available in the community. It allows for
the observation of neighbourhood boundaries, housing condition, shopping
facilities, and activities in open space, social infrastructure and modes of
transportation and overall neighbourhood life in the community. It allows
comparisons among different parts of the community, and can help the researcher
to determine where to focus his/her efforts. A windshield or walking survey can help
to open community members eyes to the realities of their environment.
Disadvantages
One important issue is safety. If there is hostility between races or ethnic groups, it
may not be safe to survey particular neighbourhoods. Even if there is no real danger,
but only a perception of danger, the resulting anxiety can affect the accuracy and
completeness of a survey.
Another difficulty with conducting a windshield or walking survey as a participatory
research project is that community members might already have set ideas about
many of the questions that need to be asked. (Section 21. Windshield and Walking
Surveys)
Process- Conducting the windshield survey
To prepare for a windshield survey it is important that the researcher access the
available recourses and purpose, this shall help in determining the team size and the
equipments needed for the survey. A flexible route that accommodates potential
problems such as direction of streets etc should be demarcated before starting the
windshield survey. The area for which the survey is being carried out should be large
enough to give relevant information of the neighbourhood, and yet should be small
enough to be covered within a set time frame. The team should document and
discuss individual findings as well as obstacles encountered during observations,
5

immediately after finishing the outline of the pre-defined route to get as much as
possible information about the study area. Regardless of the survey team size,
written observations should always be supplemented by audiotapes, photographs
and videos of the area whenever possible.
4.3. Visual Preference Survey (VPS)
This Technique was developed by urban planner Anton Tony Nelessen in the late
1970s to analyse and obtain public feedback on physical design alternatives. Often
this technique is used when formulating zoning codes, planning redevelopment, and
conducting urban planning research. The survey consists of a series of images that
participants have to score according to their preference. The images can be
actual photographs or computer-simulated images depicting potential urban
environments or residential environment. The participants' input is then used to make
decisions about the future built environment of the residential or the urban area
under study.
The Public participation in the visual preference survey shall be dependent on the
type of visual preference survey technique employed. Ex. Focus group format or
include it as part of public hearing or meeting process.
Importance/ Advantages
Visual preference surveys can also complement other survey techniques. They can
be used in conjunction with public meetings or hearings, activities involving vision
development, design charters, and focus group discussions or small group meetings
Disadvantages
The method is criticized as lighting, weather, and background activities might
influence preferences of the participants. Hence VPS has to be specifically tailored
for the community and location, generated after detailed discussions, field
investigations and photographic reconnaissance. It is also possible for the public to
develop false expectations based on the visual rendering. It is a time
consuming technique since it will require the development of one or more visual
renderings of options or design features under consideration. This set-up time may
require depending on the availability of data, the skills of the artist, and the desired
size and level of detail for the visual rendering.
Process and Sampling
Citizens views paired images of different built environments and then indicate a
preference by ranking each image using this technique. The VPS is usually
administered to groups of 100 to 300 people. After respondents have made their
choices, survey results are tabulated quickly and reviewed with the group by the
end of a workshop session. The strong consensus that develops in such workshops
informs later professional planning and helps to foster a sense of "ownership" in the
community. (New tools for community design and participation)
Visual Preference Survey Content

The challenge in conducting a visual preference survey is the selection of a

manageable number of elements to test in a manner which introduces as few
outside variables as possible. A VPS should test preferences for specific design
elements (e.g., configurations of shade trees, parking, or lighting, street furniture),
variations of building form configurations, or architectural styles within a single
general urban/suburban form typology. It may be tempting for the researcher to use
a single survey to test all possible design elements and configurations; however a
survey that tests too many variables will produce unreliable and unusable results.
Survey Photo Selection
To understand the elements that influence visual preference, only one element
should be tested at a time in any given photo. Measuring preferences for one
element or configuration over others is done by using two or more versions of the
same photograph with a single element changed. This means the survey consists of
a series of before/after or either/or photos. By randomizing photo order and
ensuring that no pairings are shown back to back, this method eliminates other
variables from affecting preference ratings and elicits accurate participant
responses.
Survey Photo Quality and Composition
The quality and composition of the photos used to test visual preference are
important. Photos should show the elements to be studied from typical perspectives,
i.e., the sidewalk or the street. As actual photos of different elements as built would
not likely be available for a new development, photo-realistic two-dimensional
renderings or three-dimensional models are needed. Such visualizations should
provide a convincing illustration that allows survey participants to accurately
indicate their preferences, but should not provide an overly artistic expression of a
design element that influences the rating with unrelated preferences for visual
graphic design.
Visual Preference Survey Design and Distribution
Survey design and distribution methods affect responses by participants. Hence
some best practices and research are suggested by various researchers to maximize
the reliability of responses through survey design.
Prompts:
Participants are given instructions on the criteria they should use to rate the
photographs. a simple and short explanation of the intent and purpose of the survey
is provided at the beginning of the survey, so the criteria are consistent and valid. A
short form prompt, such as a single sentence reminding participants of the rating
criteria, can be included on slides of photos.
Rating System:
For the subjective assessment of the survey participants response must be captured
in a quantifiable form. A Likert scale rating system can be used as it allows
participants to rate photos in a straightforward manner, while capturing the
perceptions of what scenic quality entails. Descriptive labels for the rating scale
should be consistent with survey prompts. A 7-point scale from -3 (very unattractive)
7

to +3 (very attractive), with a neutral value at zero, is sufficient for a preference

survey.
Calibration Photos and Image Randomization:
A survey should be designed to minimize the effects of presentation order on the
preferences for images relative to one another.
Survey Length:
A survey should be designed to take a maximum of 10-15 minutes to complete. The
Number of slides and complexity of questions asked will influence the time a survey
takes to complete. Care should be taken to frame the survey in a straightforward
way and provide simple prompts. Concise and direct surveys can reduce dropout
rates and improve the overall quality of the results.

Figure 1- Visual Preference Survey

4.4. Visual Vignette Method

Definition
Vignettes are short scenarios or stories in written or pictorial form on which
participants can comment upon. Whether the research is qualitative or
quantitative, the central feature of this method is to explore participants
subjective belief systems
Finch (1987) describes them as short stories about hypothetical characters in
specified circumstances, to whose situation the interviewee is invited to respond.
Although she is describing their use within a quantitative paradigm, others offer
similar definitions of their use within qualitative research:

 Short scenarios in written or pictorial form, intended to elicit responses to typical

scenarios (Hill 1997:177).
Concrete examples of people and their behaviours on which participants can
offer comment or opinion (Hazel 1995:2)
Stories about individuals, situations and structures which can make reference to
important points in the study of perceptions, beliefs and attitudes (Hughes
1998:381)
Thus the vignette technique is a method that can elicit perceptions, opinions, beliefs
and attitudes from responses or comments depicting scenarios and situation to be
evaluated
Vignettes can be employed in different ways and for different purposes. Some of the
major differences are: whether they are used as a self-contained method or an
adjunct to other research techniques; how the situation is presented; at what stage
in the data collection process they are introduced; and how responses are
structured. Nevertheless, vignettes generally fulfil three main purposes:
Interpretation of actions and occurrences that allows situational context to be
explored and influential variables to be elucidated;
Clarification of individual judgements, often in relation to moral dilemmas;
Discussion of sensitive experiences in comparison with the normality of the
vignette.
Qualitative research, participants are usually asked to respond to a particular
situation by stating what they would do, or how they imagine a third person,
generally a situation within the context, and how would they react to these certain
situations or occurrences.
Importance/ Advantages
In qualitative research, vignettes enable participants to define the situation in their
own terms. Vignettes can be used for three main purposes in research: to allow
actions in context to be explored; to clarify peoples judgements; and to provide a
less personal and therefore less threatening way of exploring sensitive topics for
research. In qualitative research, vignettes enable participants to define the
situation in their own terms. Vignettes also provide the opportunity for participants to
have greater control over the interaction by enabling them to determine at what
stage, if at all, they introduce their own experiences to illuminate their abstract
responses.
Tapping general attitudes and beliefs
Vignettes can be used to deduce the cultural norms derived from respondents
attitudes and beliefs about a specific situation in the residential environment. Finch
(1987) explores the merits of tapping into the general imagery of respondents,
especially when using more than one vignette and varying the situation with respect
to age, gender, ethnicity, etc. Vignettes have also been used to explore
participants ethical frameworks and moral codes followed in a particular residential
environment. Vignettes can be used as a complementary technique alongside
other data collection methods (Hazel 1995; Hughes 1998). They can be employed
9

either to enhance existing data or to generate data that cannot tapped by other
research methods (such as observation or interviews) e.g. where the residential
survey can be affected by the hostility between races or ethnic groups, and it may
not be safe to survey particular neighbourhoods. Thus Vignettes can be useful in
exploring potentially sensitive topics that participants might otherwise find difficult to
discuss (Neale 1999)
Disadvantages
For many researchers the indeterminate relationship between beliefs and actions is
the biggest danger in using this technique in isolation (West 1982, cited in Finch 1987;
Faia 1979).
Process
Participants are given a number of scenarios and their responses are elicited using a
Likert-style format of predetermined categories that follow the vignettes
Example 1:
Francis G. Caro,Teck Ho,Daniel McFadden. (2009). Using Internet Based Vignette
Methods to Understand Elder Residential Choices
This paper illustrates an innovative method of administering fractional factorial
surveys (Vignettes) using the internet. The approach uses video clips to deliver
information. This method also provided subjects with interactive options before
making judgements. Thus the study tries to determine the views of older people
regarding residential options using the visual vignette method. The study found that
the following characteristics of vignette persons affected subject recommendations:
personal introduction, functional status, social network, and current housing
characteristics. However, characteristics of retirement community features and
personal financial status did not affect recommendations.
4.5. Community Image Survey (CSI)
The CSI technique as visual survey technique was developed by the Centre for
Livable Communities (CLS). Their website describes it as follows:
The Community Image Survey consists of forty slides from a community or region.
Approximately eighty percent of the slides come from the specific locale in which
the survey is administered. Taken as a whole, the forty slides present contrasting
images of our living environmentits streets, houses, stores, office buildings, parks,
open space and key civic features.
CSI intended to evaluate the publics opinions and preferences about the physical
environment by having them score a series of images on the basis of each
participants relative like or dislike of the images and the photographed situation.
The images can show various conditions of urban development, ranging from traffic
congestion to pedestrian activity, and include specific elements such as housing,
streets, sidewalks, retail stores, office buildings, architectural styles, parking lots, and
mass transit in the residential neighbourhood.

10

Importance/ Advantages
The important factor of image surveys, however, is to facilitate community
involvement in place making of the residential areas. According to the Centre for
Livable Communities:
The Community Image Survey (CSI) is a powerful planning and public participation
tool that can help decision makers and their constituents. Rather than using words to
describe places, the Survey uses visual images to help people better understand
crucial planning elements and make more informed, proactive decisions about
creating places where they want to live, work, shop and play.
Disadvantages
As a tool for community involvement, however, the trouble with such surveys lies in
the definition of what constitutes a place. Sense of place incorporates a range of
engaged bodily experiences, not merely passive appreciation of visual imagery.
Image-based approaches to urban planning thus run the risk of fostering an
inattentiveness toand subsequent undervaluing ofsocioeconomic, historical and
political realities.
Process
The survey is conducted at the beginning of the first public meeting, before any
other information has been presented to the public. The intent is to record the
audiences reactions before they can be influenced by the subsequent
presentation to be given by designer or planner. The survey is administered by
showing a pre- prepared and automated PowerPoint presentation and having the
participants or the residents mark their scores on a pre-printed response sheet. A
total of forty images are presented, in sequence, for eight seconds each without
any commentary or statements. The participants are then asked to indicate their
opinion or preference of each image by grading it on a scale ranging from minus
ten (-10), indicating a strong dislike, to plus ten (+10), indicating a strong like. Before
the sequence of forty is shown, a sampling of six images is shown to give the
audience a feel for the range of subjects they are about to see, and to help
calibrate their personal scoring criteria.
After the sequence of images is shown, the response sheets are collected for
tabulation. All responses are entered into a spreadsheet that calculates a mean
score as well as a standard deviation for each image. The results are then sorted to
identify the five highest scoring images and the five lowest scoring images. The
results are also sorted by standard deviation in order to identify the images that had
the highest and lowest degree of consensus. Example: if any
4.6. Cognitive Mapping
A cognitive map is a mental representation which helps an individual to acquire
code, store, recall, and decode information about the relative locations and
attributes of phenomena in their everyday spatial environment. Cognitive maps are
11

studied in various fields, such as psychology, education, archaeology, planning,

geography, cartography, architecture, landscape architecture, urban planning,
management and history. Built from past experiences it comprises internally
represented concepts and relationships among concepts that an individual can
then use to interpret new events. This method of surveying is important for
researchers because decision-makers have a limited capacity for processing
information so that, when dealing with complex problems like innovation, they could
rarely process all the information that would be relevant. The mental models given
by the participants shall help decision-makers to select information and to decide
what actions are appropriate (Weick, 1979). Thus individuals' cognitions may shape
organisational decisions, although the extent to which this will occur will depend on
the socio-political context.
Advantages:
It provides a tool for revealing peoples' subjective beliefs in a meaningful way so
that they can be examined not only by the individual for whom the map is
constructed, but also by other individuals and groups (Eden, 1992). The resultant
cognitive map does not represent an entire belief system but portrays those beliefs
that are hold to be most significant by the stakeholders concerned. It allows
decision-makers to review the proposals that have been constructed for the
stakeholders so that they can incorporate an understanding of the beliefs of the
stakeholders. An advantage of cognitive mapping techniques (over, say, simply
asking the participant what they think or what they want) is that they allow
knowledge to be externalised in some sort of visuospatial layout that is then open for
critical reflection. In this way subjective knowledge can be to some extent
'objectified' and therefore discussed in a less threatening way than direct
questioning. In this way, if used as the decision-making process unfolds; cognitive
mapping techniques may help the process to be managed.
4.7. Photomontage
This technique can be applied to small scale
urban design in the residential neighbourhood,
such as infill projects, improvement of the
neighbourhood streetscapes, or neighbourhood
redevelopment initiatives, where extensive
details are to be created to give realistic- looking
design alternatives which are to be selected
through
public
opinion
and
community
participation. Montage ca n however; be also
used on a larger scale to understand the regional
implication of the build out. This technique can
help in decision making while developing a
residential neighbourhood.
Issues:
Montage technique can be time consuming and
expensive, the researcher has to ensure that the
technique chosen to create montage images is
12
Figure 2- Photomontage Technique

appropriate for the overall goals and budget of the research. Since photomontage
looks real, users must be made aware during the survey, not to set unrealistic
expectations about what a community shall gain out of the whole planning/ design
process. There has to be a consideration for the participants with visual impairments.
The researcher should be aware of the biases that can result from the photos used
to create montages.
5. Selecting a tool
For selecting a tool for visual survey for any research on residential areas in urban
studies following factors shall act as driving forces:
Issues faced by the community.
Particular character of the community.
The question for which the researchers seek an answer.
Other available tools and techniques
Available resources, time and budget (as some of the techniques like
photomontage etc may be time consuming and expensive)
Degree of Public Participation required for the research.
The researcher should do the following before choosing any tool:
Identify the planning/ design issue he/she is exploring in detail
Clarify the goal and desired outcomes of the planning/ design process
Identify what need to be assessed, evaluated or designed after getting the
results from the survey.
6.

Conclusion

The visual survey techniques described above can be used independently or can
be used in conjunction with some other survey techniques to supplement the data
collected, thus providing complete information in all aspects to the researches
about the residential area under study. Using this tool can thus create a seamless
dialogue between the researchers and respondents, between researchers and
designers and designers and client can give invaluable inputs which would have
been other missed during the data collection process. Thus visual survey techniques
can act as participatory tool for facilitating the decision making process while
designing or planning for an inclusive growth of the residential districts in Urban
Areas.

13

References:

New tools for community design and participation. (n.d.). Retrieved October
10,
2014,
from
smartgrowthtools:
http://www.smartgrowthtools.org/TCDDM/Nelessen.htm

Section 21. Windshield and Walking Surveys. (n.d.). Retrieved October 16,
2014,
from
Community
Tool
Box:
http://ctb.ku.edu/en/table-ofcontents/assessment/assessing-community-needs-and-resources/windshieldwalking-surveys/main

Boumeester, H. J. (2011). Chapter 2. Traditional housing Demand. In H. C.

Sylvia J. T. Jansen, The Measurement and Analysis of Housing Preference and
Choice (p. 267). London: Springer.

Sanoff Henry (1991), Visual research methods in design, Van Nosttrand

Reinhold, New York.

Zisel, J. (2006). Inquiry By Design. New York: W.W. Norton & Company.

C. R. Kothari, Research Methodology- Methods and Techniques, 2004

Carole Despres and Denise Piche- Housing Surveys, Advances in theory and
Methods.

Frederick R. Steiner, Kent Butler. Planning and Urban Design Standards. New
York: Wiley.

14