• July 12, 2012

Publicis' Leo Burnett USA unit unveiled a new research system based on "metaphors" that it claims could replace conventional forms of ad research, such as focus groups. The technique, dubbed MetaphorMining," was developed by Boston-based Protobrand and utilizes "visual psychology techniques" via an online platform to conduct brand metaphor research.

The companies claim the process eliminates geographic biases and constraints and "unearths deep-seated beliefs through the science of metaphor elicitation analysis."

"As part of our ongoing mission to bring HumanKind thinking into every facet of our business, MetaphorMining is a breakthrough in understanding human behavior," states Stephen Hahn-Griffiths, Chief Strategy Officer, Leo Burnett USA. "This tool provides a deeper and more meaningful perspective of the relationship people have with brands."