One set of consumers,during a focus-group session,indicated that Dell computers reminded them of a surfer,Apple computers were equated to a mad scientist,and IBM computers to Scrooge from the Dickens's tale.Which of the following qualitative research approaches matches to the approach described above
A) Projective techniques
B) Visualization
C) Brand personification
D) Laddering
E) Pyramiding

Question

Quizplus · Accepted Answer

The approach described above is brand personification, where consumers assign human-like qualities or characteristics to brands. In this case, Dell is associated with a surfer, Apple with a mad scientist, and IBM with Scrooge. This approach helps in understanding the emotional connection between consumers and brands.

One Set of Consumers,during a Focus-Group Session,indicated That Dell Computers