Abstract:

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as well as the evaluation of attitude changes resulting from product testing or of an advertising campaign. The example developed to determine the image of the banks and savings banks in Spain from the young student's perspective, clearly demonstrates the versatility and possibilities of the EPI method.