TECHNIQUES || CREATIVE INSIGHTS
» PsychProbesThese advanced interviewing techniques have proven effective for even the most difficult consumers.
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» Strategic ImageryIn 1998, we developed a visual sorting technique, called Strategic Imagery, where I have pre-tested over 600 non-advertising images as to their meaning to viewers. The pictures are used in a Rorschach type format to identify and quantify (quasi-qualitative & quantitative analysis) user images, brand images of key drugs and their competitors and even packaging impact, when relevant. Thirteen factors emerged from the factor analysis, which have since been tested in five different countries. Click to learn more about the 13 dimensions: Desirability, Emotionality, Quality, Authenticity, Security, Health, Approachability, Status, Familiarity, Gender, Maturity, Activity and Dependability.
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