Hidden Metaphors

Why and when?

• So as to obtain original insights that can be used for creating unique concepts and communication

What do you get?

• A web of associations, meanings, emotions, benefits and product attributes from consumers' minds for using in the creation of new concepts
• Interesting ideas for communication (e.g. advertising, packaging)

How?

• In the week preceding the study, the respondents collect pictures that show their feelings related to the subject
• During an interview the respondent discusses each picture and expands upon the themes / subjects / ideas emerging during the conversation, and determines the relations between them
• When one needs to treat certain subjects in greater depth, the moderator uses an additional set of photographs for equivocal, metaphoric interpretation