Sicché, we are not 'just' a platform, as qualitative researchers our aim is to improve the online research experience, making the most of innovation and technology, always at the service of motivational research.
Therefore we have also been working for some time on another front: redefining associative tests, primarily online, but not only. In fact, we are also thinking about traditional focus groups...
Aware that emotional and symbolic associations are at the heart of our work to really understand the values, positioning, perception of a concept, brand or stimulus being tested... we started thinking.
Several new things are in the pipeline: some time ago we set up a research team, with the aim of redefining the way emotional tests are used, in qualitative market research.
The members of this research team are:
We are working on our first tool, based on the theory of emotions: the Paintings test 😲
So, if product X, concept Y or brand Z were pictures, what would they be? What emotions are associated with them?
Yes, because we firmly believe that emotional tests should be used according to a new logic, more gamification-oriented, stimulating and engaging - in short, going beyond the classic and timeless 'if it were an animal' test
For the time being, we can mention that the test is based on 10 emotions, and will contain 40 images representing them, on a symbolic level, using paintings ranging from the late 19th to mid-20th century.
