Ask subjects what kind of person they think of when the brand is mentioned: "If the brand were to come alive as a person, what would it be like, what would it do, where would it live, what would it wear, who would it talk to if it went to a party (and what would it talk about)?" Which of the following qualitative research approaches matches to the approach described above?
A) Brand personification
B) Projective techniques
C) Pyramiding
D) Laddering
E) Visualization

Question

Quizplus · Accepted Answer

The approach described is Brand personification, which involves asking subjects to imagine a brand as a person and describe its characteristics and behaviors.

Ask Subjects What Kind of Person They Think of When