Traditional research techniques have blind spots. METAPHOR STORY© Insight Technique explores somatic, linguistic and other sensory metaphors as the basic units of human thought and experience to provide deep insights into emotional and other needs that are generally hidden or less accessible.
Emotional response is key to all brands and brand relationships in today's world. Latest research in neuroscience has shown no form of decision can be made without emotional content. Experience suggests that in most instances decisions are at least nine parts emotion.
Too often research techniques provide mostly rational outputs. Emotions are hard to get at with traditional research techniques of verbal question and answer – even commonly used market research projective techniques and archetyping methods show limitations.
Over time INSIDE STORY has evolved an approach to eliciting the emotional content of decision making relevant to brand decisions. This approach is built around somatic, linguistic and other sensory metaphors which are used as triggers to explore the deeper personal meanings of relevance to marketers. The outputs are deeper and more relevant because we are dealing with consumers at a metaphoric level beyond just words – at the basic unit of human thought and experience.
INSIDE STORY is a specialist in somatic metaphors which are particularly relevant to emotions because emotions are experienced through the body and are related to the sensory-motor or body maps in the brain.
The approach charts the associative network of the mind to reveal the connections and triggers that consumers have established in a particular branding territory as well as potential new connections that can re-invigorate or strengthen a brand. The approach gives the somatics of the brand that can be used effectively in marketing as codes to communicate at a deeper level with consumers.
INSIDE STORY uses a set of customised stimuli for this technique including tried and tested visual metaphor material as well as allowing participants to select their own pictures from an internet database. Metaphoric questioning involves both verbal and non-verbal techniques that enable people to explore and express their emotions, feelings and motivations.
Outputs are relevant at two levels:
- The 'need states', values, feelings and emotions that can form the basis of communication strategies. These outputs are richer, more multi-dimensional and less obvious compared to those arising from traditional projective or archetyping techniques
- If desired, the metaphors themselves can be used directly in communications and brand material – to express the unconscious and multi-dimensional aspects of the positioning ideas
Used in the following marketing contexts:
- New product development
- Brand positioning development
- Communications strategy development, advertising positioning
- Purchase activation – shopper behaviour, point of sale, packaging and promotions
- Web design
- Brand identity design
- Pack design
Used by major marketers including Masterfoods, Coca Cola, Cadbury Schweppes, Telstra Australia.
Geographic markets served by INSIDE STORY: Australia, Malaysia, Thailand, Philippines, China, Indonesia, Singapore, Hong Kong, Taiwan, Korea, South America, UK and New Zealand.
Contact Liane Ringham at INSIDE STORY on 61 – 2 - 92999979
LINKS
www.somaticmetaphors.blogspot.com
www.somaticidentity.blogspot.com
www.insidemetaphor.blogspot.com
www.insideyouth.blogspot.com
www.insidestory.com.au | 