The Challenge
Head cinema, images in the mind, imagination – our language already reveals that we primarily think in pictures. Words alone cannot describe what people envision in their thoughts. But isn't that precisely what interests you? To discover the inner images your brand, product, service, or packaging evokes?
How it works
MIND|SPARKLE brings people's mental images to life. The AI translates respondents' statements directly during the interview into various visual formats. With the images created, we then explore the thoughts, feelings, and concepts of the respondents. The result: a deep understanding of individual perspectives.
Well-founded
MIND|SPARKLE is a projective technique. It is based on the insight that people reveal unconscious thoughts and feelings more readily when they project them onto ambiguous visual stimuli. Such imagery activates emotional and associative processes and opens access to deeper attitudes that often remain unspoken.
Images do more than generate fresh insights. They also deepen understanding. When language and visuals work together, we process information more intensively. Allan Paivio’s Dual Coding Theory, along with findings from neuroscience, supports this effect. In practice, the benefits are clear. The resulting galleries of thought make outcomes vivid and tangible, and easier to translate into effective decisions.
Your Advantage
- Gain Deeper Insights
By visualizing thoughts and emotions, aspects become visible that might remain hidden in purely verbal interviews. - Present Results More Vividly
Combining verbal and visual insights makes it easier for your team to fully grasp the findings and translate them into well grounded decisions. - Flexible Application
MIND|SPARKLE integrates seamlessly into a wide range of research designs and is suitable for diverse research questions.
What Professionals & Test Participants Say
"The immediate visualization of abstract ideas and the step-by-step refinement enhanced the shared understanding between us market researchers and participants."
(Participants)
"Ideas transform into images even during the conversation. This is incredibly exciting and leads to direct insights for us."
(Clients)
(Participants)
"Ideas transform into images even during the conversation. This is incredibly exciting and leads to direct insights for us."
(Clients)
Fields of Application
Discover more:
