The document discusses how visual thinking in research can help get to the core of a brand's essence. It notes that our brains think visually, emotions are non-verbal, and visual research can uncover the emotional core of a brand. As an example, it describes a case study where visual research in Indonesia revealed that for locals, the concept of "indulgence" represents the freedom to be yourself within the comfort of feeling at home. The client's brand in this case study was found to strongly associate with feelings of belonging and safety.

1. Getting to the Core of Brand
esSense® : Visual Thinking in
Research
5 December 2014
Neil Gains

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Getting to the Core of Brand esSense
• Our brains think visually
• Emotions are non-verbal
• Visual research can get to the
core of Brand esSense

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INTIMACY

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We think visually

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The brain’s
translation
toolkit

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8. Animals have 7 independent emotional systems

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Emotions and experiences are best
expressed visually and not verbally

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Case study -
The esSense® of “Indulgence” in
Indonesia

13. For Indonesians, “indulgence” is a combination of the freedom
to be yourself with the comfort of feeling at home

14. “Indulgence” is the experience of …

15. “Indulgence” is the experience of …

16. “Indulgence” is the experience of …

17. “Indulgence” is the experience of …

18. The client’s brand is strongly associated with belonging & safety

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Three potential directions for the client

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Emotions are more visual than verbal
• Our brains think visually
• Emotions are non-verbal
• Visual research can get to the
core of Brand esSense®

21. Thank You
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