... get into the consumer's mind' to understand the real feelings and beliefs that drive consumer choice and behaviour. For researchers, this implies a new look at the tools used to uncover these, and a search for new ways to improve them. In research, it is usually very difficult to get at the true meaning of the intangibles, even though we know they are taken into account and used by consumers. Verbal techniques probing this area tend to elicit ('left-brain') rational, top-of-mind reactions from respondents, without revealing their more implicit feelings and motivations. In some cases, respondents find tasks that make them evaluate brands on verbal qualities such as 'exciting' or 'fun' to be irrational, since from a logical perspective no product or service can have human qualities. In contrast, we find that they have fewer problems associating them with images. Cognitive psychologists do not find this surprising. Visual projective stimuli are known ...

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