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BrandLife – Showing the Client What to Do Visually and What to Avoid

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A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The …

A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.

Published in: Business, Technology

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  • 1. Emerging Hot Topics Part IIBrandLife – Showing the Client What toDo Visually and What to Avoid Steve Wolf Commercial Director, Global Qualitative & SVP/Division Director Synovate Qualitative
  • 2. IMAGE: TOBY SHUTTLEWORTH, FLICKR2
  • 3. 3
  • 4. 4
  • 5. 5
  • 6. Data will go through 1 or morefilters before it gets to us … Draw upon Reveals only Language what is what willing fluency and conscious to share vocabulary Moderator Respondent asks answers question question Filter #1 Filter #2 Filter #3 Not getting “complete” data from respondents. © Synovate 2011 6
  • 7. Where does BrandLife come from?© Synovate 2011 7
  • 8. © Synovate 2011 8
  • 9. © Synovate 2011 9
  • 10. 10
  • 11. • Natural things that grow are green • Not all green, growing things are “good,”PHOTO: CARBONNYC, FLICKR • Construct : Green is associated with growth or expansion, “good” or “bad” © Synovate 2011 11
  • 12. • Things that are red are often, but not always, hot.• Thus, red becomes linked with intensity “good” or “bad.” © Synovate 2011 12
  • 13. The Interpretation of visual Semiotic“Answers” 1. Color 2. Shape 3. Essential Function 4. Social Context 5. Relationship Type 6. Responsibility © Synovate 2011 13
  • 14. © Synovate 2011 14
  • 15. Visual of a doctor ideally harsh looking eg not concerned© Synovate 2011 15
  • 16. 1. What do you FEAR will occur as a result of the new US plan for publicly-funded universal healthcare?2. What do you HOPE will occur as a result of the new US plan for publicly-funded universal healthcare?© Synovate 2011 16
  • 17. Fear the legislation is a DISASTER Believers Skeptics LOSS of Special Role and LOSS of Special Role and Status Status © Synovate 2011 17
  • 18. Believers (Doers) Skeptics (Escapist) Legislation failure Moderate change (would leave me alone)© Synovate 2011 18
  • 19. © Synovate 2011 19
  • 20. Thanks for your time and attention!© 2011 Synovate Ltd.