The purpose of the paper is to explore the potential of photo‐elicitation as a data generating method. Photo-elicitation is rarely used for data generation, despite the considerable promise of this method. Our empirical investigation focused on people’s emotions and experiences of dual systems in Kazakhstan, a country currently undergoing change from the old-Soviet system to a new market economy. In addition to semi-structured interviews, we use photographs in order to enhance emotional connection and recall. We use the imagery as a device to generate data, and more specifically, data on individual and social perspectives that are integral to particular experiences. We argue that photo-elicitation can bring out peoples’ lived experiences of the social context being investigated. We explain why and how to use the method in practice.