Mapping Semantic and Visual Brand Associates

Brand associates are often conceived in verbal terms, as concrete descriptions and more abstract concepts; they may be captured by single words or longer phrases that express thoughts and emotions. But brands may be linked with visual images (pictures, drawings, photos) that capture the same brand ideas, sometimes even more efficiently than verbal expressions. The… Read More

An Applied Adaptation of Visual Metaphor Elicitation

There are themes, experiences and concepts that words cannot capture and express as instinctively and vividly as visual images. Verbal probing, alternately, may not be enough to invoke respectively what goes in the minds of consumers (e.g., thoughts and feelings, beliefs and associations). However, the combination of visual images, especially photographs, with the words of… Read More