Abstract:

Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and cognito-perceptive aspects) relating to the product, and "symbolic" data or those relating more strictly to the "image" of the product, delineating its position in both current and potential terms. The inherent power of the structure chart establishes a link of exceptional clarity between the "reality" and the "image" of a product, allowing simultaneous "reading" of the images of a number of competing products without involving the risk of flattening out the figures.