Abstract:
In this article 'Natural Grouping', a new technique for image and positioning research is introduced. The more conventional approaches to image research - the free format, the explicit and the implicit techniques - are briefly discussed. The shortcomings of these approaches form the background for the development of the new technique. 'Natural Grouping' is able to measure simultaneously the images people have of a large set of stimuli, such as brands, using an interesting respondent task. This task consists of splitting successively 2 large sets of brands, packages, or representations thereof while recording the qualifications given by the respondent to the groups so formed.
Research Papers
Typology versus segmentation
Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Theo M. M. Verhallen, Anthonie G. L. V. van Onzenoort, John Barzilay
Company: Unilever
June 15, 1989
Research Papers
Conot
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Marc Vincent, Annick Vincent
 
June 15, 1992
Research Papers
Application of the EPI method to the image determination
Catalogue: Latin America 1991: Exchanging Experiences
Author: Enrique Ortega
 
May 5, 1991
