A novel, intuitive and playful methodology: Using pantomime to assess brand claims

Does a brand need a claim? We observed a lot of insecurity among brands when it came to choosing, validating or checking and verifying the performance of their claim. What can a brand expect from a claim? How to test a brand claim to shortcut “cognitively processed, rational, smart answers”? With a new methodology of pantomime and actor's mediation, we made consumers' inner pictures visible. We found a way to engage consumers emotionally, quickly and playfully. We listened carefully to their verbatim while they were instructing the professional actor how to behave. Discover a very vivid and illustrated report on more than 50 brand claims!

Keywords: brand claim testing, corporate identity, logo, dynamic interaction, consumer as a director, actor, researcher, slogan, pantomime methodology, halo effect, brand awareness, beauty, food, drinks, imagination, pets, DIY, technology, luxury, tools, sex toys; face-to-face, marketing mix research, individual interview setting, projective techniques