Conjugated polymers are an important class of carbon-based materials, combining semiconducting properties with simple fabrication of devices from solution. In solution, each polymer chain can adopt different shapes-so-called conformations-with remarkably different photoluminescence (PL) properties. We have developed a microscopy-based technique to study the shape and PL features on a chain-by-chain basis. Using this method, we monitored the formation of planarized b-phase conformers in poly-dialkylfluorene chains and observed single chains reversibly exchanging between b phase and disordered conformations in real time.