Summary
Neuroscience and psychology have recently started to identify the mechanisms in the human brain that are responsible for our imagination. The imagination is a crucial aspect of how we all perceive and navigate the world. This creates a powerful opportunity to gain new insights into how consumers develop their assumptions about both new and existing products and categories, what they want from brands and why. This article discusses a new method for measuring how people imagine and includes four case studies showing how clients have measured consumer imagination to:
- Shape category perceptions and brand positioning;
- Measure performance of new...