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.