Market research still uses too many words, with most approaches continuing to focus on question and answer approaches to understanding human behaviour. However, we know that most of the brain lives in the physical world and builds knowledge through the sensory system and especially the visual sense. It’s time for market research to get more visual and use the power of images and metaphors to capture the real feelings of people that sit beyond the rational and verbal brain.
Our emotional brain speaks the language of experience, dominated by our visual world. It’s time for research to start talking the same language as the emotional brain.
Let’s face it – as researchers we spend most of our lives in the verbal sphere. But does that make sense? And, in particular, does it make sense to try and understand human emotions through questions and answers or sets of words? We are living in the visual age, where many claim that visual literacy is on the rise, with the use of multiple screens and the importance of the moving image in TV, film and online (read a review of The Age of the Image here). But humans have always been more visual than verbal, and technology is now allowing us to share visual information more easily than ever before. So there is no longer an excuse for market research! Read more »