System 3: Measuring the consumer’s imagination: How the science of imagination connects new products, social research and branding

Leigh Caldwell and Lizzi Seear

Discusses a new method for measuring how people imagine and includes four case studies showing how clients have measured consumer imagination.

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...

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