A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension

Question

Quizplus · Accepted Answer

This is an example of interpretive consumer research, which involves understanding consumers' subjective meanings and experiences related to a product or brand. By asking participants to use animal metaphors to describe brands, the researchers are gaining insights into how consumers perceive and relate to these brands on a deeper, more symbolic level.

A Marketing Research Company Asked Members of a Focus Group