Respondents click on an address emailed to them (from a customer list) or on a banner they see while surfing the Internet. They can also use an iPad handed to them by a representative, either at POS or an event, and the test begins.

They answer a few standard sociodemographic questions while images download onto their device, guaranteeing that once they begin, their connection speed will not influence the results.

A first page explains the process succinctly and asks the first question, “Which of these images best suits they way you feel about THE BRAND?”

Respondents then view a sequence of seven images and are asked to select one. A button for “none” is also available if desired. Respondents don’t know at this point that the images they see are randomly selected and that this test is unique. There is in fact only one chance in 35 million that two respondents will see the same sequence of images.

They click on an image. Instantly their selection and response time are recorded. But they don’t see this. They are immediately shown the next sequence of images. They can’t change their minds or go back. That’s spontaneity.

Quickly they run through 12 sets of images. Then the first image they selected is shown again with the question, “How does this image reflect the way you feel about THE BRAND?” A text field is available so they can explain the reasons, whether thought out or not, for their selection.

In the final section, they are shown all the images they selected, with the question, “Based on these images, tell us a story about THE BRAND.” In light of their own image selections, respondents are invited to provide a plot line. Other questions can also be added as specified in the mandate.

A last page thanks respondents for their cooperation and collects contact information if compensation has been offered in exchange for participating.

Now that we’ve described the MetaforteTM experience, you can try it yourself by completing this questionnaire.

After the Interview

The MetaforteTM Algorithm

Examines response time and compares it to the average to establish a coefficient of spontaneity for each response

Analyzes responses and the coefficient of spontaneity to determine if a respondent displays one or more dominant metaphors

Identifies each respondent’s primary and secondary metaphors

When the Study is Completed

Statistical analysis is carried out on the set of responses and the most prevalent images are ranked.

Statistical analysis is carried out on the metaphors associated with the images to determine the dominant metaphors by category and according to respondent segments, i.e., age, sex, origin, education level, and other criteria relating to particular survey questions.

Verbatims are analyzed to collect the concepts expressed and mark excerpts for statistical lexical analysis.

The three types of analysis (prevalent images, underlying metaphors, and text) are compared, in order to identify correlations and dissonances around the brand. A detailed report is produced and presented to the client.

Experience MetaforteTM.
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