Clear, yet ambiguous - Pictures in Brand Research
New approach tackles the ambiguity of pictures
In brand research, pictures present a clear benefit since they can be used to measure motives, attitudes, and emotions implicitly. The catch: Depending on the context, pictures also come with lots of room for interpretation. In spite of all ambiguity, how does one still obtain clear results when measuring consumers’ attitudes towards brands? In their article in planung & analyse, Produkt + Markt’s CEO Heiner Junker, certified facilitator Design Thinking, certified facilitator CPS and our Product Development specialists Andreas Jütting and Dr. Michael Koch explain how their picture-based brand measuring model VAL|LERY embraces the complexity of visual stimuli as a challenge, and how it documents emotions, motives, and attitudes more accurately than any other conventional method currently does.