Collages, mime, role plays on brand values and facets

The collage is less subject to conscious control than verbal processes (social desirability, congruence...) and therefore complements the group discussion in a useful way. It encourages creative, metaphorical thinking and evoke implicit meaning and, thus, provides a deep insight because it reveals the real motives of the participants through the choice and composition of the motifs.

A collage technique is particularly appropriate:

• when an issue is difficult to address through other traditional verbal communication channels, e.g. due to social desirability/inhibition thresholds. 
• when consumers find it difficult to identify their attitudes or motivations in order to discuss them, e.g. implicit attitudes.

Last but not least, it provides a necessary projection surface to avoid direct offence, accelerating the group dynamics and thus increasing the productivity of the group.

Pantomime is the art or technique of conveying emotions, actions, feelings, etc. through gestures without speech. It is used as one of the novel, intuitive and playful tools in market research for different topics.

We have successfully used pantomime to test how brand claims are understood by consumers as facial expressions and gestures are a wonderful way to test the cognitive processing of the claim as well as what emotions are triggered by the claim.

The methodology is very effective in understanding whether or not consumers understand the claim, the emotions they project onto it and the images that come to mind. It is also good for checking brand awareness.

Real pantomime is performed by professional actors. However, the behaviour, gestures and facial expressions of consumers can also be very revealing.

• Observe body language: Just as a mime uses body language to convey emotions and messages, we can observe consumers' body language during product interactions, shopping or focus groups. This non-verbal communication can provide insight into consumers' attitudes, preferences and emotions towards a product or service.
• Gesture interpretation: Mime is the deliberate use of gestures to convey meaning. Similarly, in market research, we interpret consumers' gestures, such as pointing, nodding or hand movements, to understand their reactions to products or advertising. For example, a positive reaction may be indicated by a smile or enthusiastic head nod, while confusion or dissatisfaction may be conveyed by furrowed brows or hesitant gestures.
• Cultural sensitivity: Mime overcomes language barriers, making it accessible to different audiences. Similarly, in market research, it is important to consider cultural differences in consumer behaviour and communication styles. By paying attention to non-verbal cues, marketers can ensure that their strategies are culturally sensitive and resonate with target markets around the world.