Publicis' Leo Burnett USA unit today 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 and 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."