Since the introduction of the image concept to marketing a significant part of marketing research budgets is spent on image research. Stimulated by the necessity to adapt existing research techniques to research by telephone, NSS, in co-operation with AHOLD N.V., has developed a technique for image research - the KS technique - with a number of advantages over the usual scaling techniques. The technique, based upon earlier approaches to the measurement of images, finds its justification in psychological and measurement considerations. While especially suitable for telephone research, the technique can also very well be applied in the field. It is friendly to the respondents, saves a considerable amount of research money and yields more comprehensible results to management than most other techniques do.