Emotional reactions to brands or other marketing stimuli are often better measured with images than with traditional direct questioning.
GRP has developed and validated a set of photos that allow consumers to describe a brand with a non-verbal, visual approach
that best taps into true inner feelings.
GRP conducted extensive R&D to identify and validate 40 photos vis-a-vis traditional
text-based descriptions of emotions such as joy, playfulness, feeling "in control", feeling "connected to others," etc.
Photo Database is typically used in an online methodology, where consumers consider a brand, concept, product, or other stimuli, and
then go through a process of selecting photos that best represent their gut reactions to the item. After identifying the photos
they believe to be most emotive of an object, they build a "total collage" of photos, then give extensive explanation and description
of why they chose the photos they did, and what the various elements of the collage mean to them.
Very rich insight into human
reaction to marketing stimuli is gained through this approach, both quantitative and qualitative.