The social photo matrix is an experiential method for promoting the understanding of the unconscious in organizations by viewing digital photos taken by participants. Using association, amplification, systemic thinking, and reflection, the hidden meaning and deeper experience of what usually remains unseeable can be perceived and put into thoughts.

This paper provides a description of the method, design, process, learning, and some of the results of a social photo matrix with students in a department of economics and management at a German university. How one may use photos as a means of understanding what is underneath the surface of a university is specifically illustrated by this example. This experience was an encouraging confirmation of the author's hypothesis that working with this method helps role holders in organizations to understand their own organization by generating new thinking and new thoughts.