MUMBAI: Global custom market research firm Synovate has announced the global launch of its BrandLife solution, a research technique that allows respondents to utilise images instead of words when responding to surveys.
BrandLife allows respondents to select images in response to survey questions and, through careful analysis of the chosen images, their thoughts and feelings on a category, brand or positioning can be determined.
The approach, based on proven concepts from Construct
Psychology and Behavioural Therapy, helps companies understand their customers’ unique vision and discover the constructs (rules) that govern their decisions.
The technique is based on the notion that all people share a common visual language regardless of culture, age or history. It uses a validated library of thousands of images to decode what people think and feel without relying on them to verbally share, and therefore usually edit, their words.
Each component within an image (shape, size, color, angle, etc.) is coded as to its universal meaning and then validated mathematically. This highly researched set of codes has identical meaning across cultures, regardless of the image’s actual content.
Synovate Global Practices and Capabilities CEO Ged Parton said, “BrandLife helps reveal what‘s really going on inside people’s heads and guiding their choices – especially if they can‘t rationally articulate it themselves. It addresses clients’ needs that have previously been unmet since BrandLife provides information that people feel is too private to share verbally, information that they are aware of but incapable of communicating for whatever reason, as well as information on their needs and influences, which they may be completely unaware of at the conscious level.
BrandLife has been utilised by global companies across industries and in more than 90 countries. This flexible and award-winning research method can be used in focus groups, one-on-one interviews, as a plug-in within various quantitative studies, and as a standalone quantitative study. It is especially useful for advertising, package and logo testing.
