Image Diagnostics
Image DiagnosticsTM is an integrated, quantitative pre-design research method used to identify consumer expectations and preferences in any category of goods or services.Image Diagnostics elicits individual’s spontaneous, sub-conscious, time-bound responses to replicate the shopping selection process. The prompting process is non-threatening and empowers the participants to put forward their spontaneous responses transparently. There are no discussions or debates. The focus is on understanding what the consumers think, not why. Consumers are not experts at explaining “why” but they are experts at “what.”
Through Image Diagnostics research, consumers’ expectations and preferences are defined for each element of a brand before design work begins. This allows us to design with a rifle rather than a shotgun. We are able to identify what consumers will select when faced with a choice of competing elements within a category. Our clients are provided with a solid basis for brand positioning and creative evaluation and our designers are provided with sound guidance from the outset.