Emotional Collaging – What Emotions Does Your Brand Evoke?
Emotional reactions to brands or other marketing stimuli are often better measured with images than with traditional direct questioning. GRP has developed and validated a set of photos that allow consumers to describe a brand with a non-verbal, visual approach that best taps into true inner feelings.
GRP conducted extensive R&D to identify and validate 40 photos vis-a-vis traditional text-based descriptions of emotions such as joy, playfulness, feeling “in control”, feeling “connected to others,” etc.
Our Emotive Photo Database is typically used in an online methodology, where consumers consider a brand, concept, product, or other stimuli, and then go through a process of selecting photos that best represent their gut reactions to the item. After identifying the photos they believe to be most emotive of an object, they build a “total collage” of photos, then give extensive explanation and description of why they chose the photos they did, and what the various elements of the collage mean to them.
Very rich insight into human reaction to marketing stimuli is gained through this approach, both quantitative and qualitative.
To learn more, please contact:
Ray Barber
972.989.0342
ray.barber@globalresearchpartners.com