Creating the emotional map for brands

Richard Woods

Describes a stimulus system, `Brandcepts’, for use in qualitative research where the objective is to find the best way of emotionally differentiating a brand.

Creating the emotional map for brands

Richard Woods New Solutions

INTRODUCTION

Revisiting the purpose of qualitative research

It has become a truism that brand marketing is in the business of communicating andselling emotional connections and benefits rather...

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