World pairs: semiotic cross-cultural stimulus material

Monty Alexander, Al Deakin and John Nolan

This paper proposes the use of oppositional collages (world pairs) to help clarify respondents' meanings in focus groups.

World pairs: semiotic cross-cultural stimulus material

John Nolan (The Collage Shop, UK), Al Deakin (University of Westminster) and Monty Alexander (Semiotic Solutions, UK)

TWO KINDS OF STIMULUS MATERIAL

The MRS Dictionary of Market Research defines stimulus as:

... any means of provoking a response, the commonest form of which (it goes on to say) is the question.

This paper, however, concerns itself with the narrower category of visual stimuli and in particular with the collage board.

Visual stimulus material fulfils a number of roles within...

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