How professional actors help naïve consumers embody their inner pictures

We observed a lot of insecurity among brands when it came to choosing, validating or checking and verifying the performance of their claim.
So we asked ourselves how to test a brand claim to shortcut “cognitively processed, rational, smart answers”. And what would happen if we asked consumers to make their inner pictures visible when confronted with a claim?
We found a way to engage consumers emotionally, quickly and playfully whilst listening carefully to their verbatim while giving instructions to a professional actor.
In this piece of experimental research conducted in Germany in 2019 about more than 50 claims across diverse industries, you will discover what you can expect from a claim at all and how it can be chosen to enrich your brand emotionally.



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

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