Bangkok--21 Jun--Synovate
Top four global custom market research firm Synovate today announced the global launch of its BrandLife solution, a unique research technique that allows respondents to utilise images instead of words when responding to surveys.
BrandLife allows respondents to select images in response to survey questions and, through careful analysis of the chosen images, their thoughts and feelings on a category, brand or positioning can be determined. The approach, based on proven concepts from Construct Psychology and Behavioural Therapy, helps companies understand their customers’ unique vision and discover the constructs (rules) that govern their decisions.
The technique is based on the notion that all people share a common visual language regardless of culture, age or history. It uses a validated library of thousands of images to decode what people think and feel without relying on them to verbally share, and therefore usually edit, their words. Each component within an image (shape, size, color, angle, etc.) is coded as to its universal meaning and then validated mathematically. This highly researched set of codes has identical meaning across cultures, regardless of the image’s actual content.
“BrandLife helps reveal what's really going on inside people’s heads and guiding their choices — especially if they can't rationally articulate it themselves,” said Ged Parton, CEO for Synovate Global Practices and Capabilities. “It addresses clients’ needs that have previously been unmet since BrandLife provides information that people feel is too private to share verbally, information that they are aware of but incapable of communicating for whatever reason, as well as information on their needs and influences, which they may be completely unaware of at the conscious level.”
Gordon Milne (Synovate, Executive Director) addressed a common question from the client community. "Our clients may well be thinking "OK, this is great IP but will BrandLife work in Thailand?" The short answer is, yes it will. The 8,000 plus images in the BrandLife library have been carefully selected to be neutral to influences of culture, life-stage and any historical association. It's the components within the pictures (shape, size, color, angle) that are important. These codes are identical across cultures regardless of the image content. Our analysis algorithms then deliver the powerful insights that BrandLife delivers."
"We have already used BrandLife in Thailand and the results are both impressive and of immediate commercial value. This methodology really is a game-changer."
BrandLife has been utilised by global companies across industries and in more than 90 countries. This flexible and award-winning research method can used in focus groups, one-on-one interviews, as a plug-in within various quantitative studies, and as a standalone quantitative study. It is especially useful for advertising, package and logo testing.
For more information, visit www.synovate.com/brandlife. And, for the latest Synovate news, subscribe to the Synovate RSS newsfeed.