Metaphor Elicitation Research

Our Approach is…

• Predicated on two foundational, connected beliefs Compelling evidence from neuroscience that human

behavior is more influenced by emotions than rational thought

Best way to understand emotions is through metaphor elicitation research

Product Category Conative AttitudeAffective (Emotional)

Attitude- Visual Measure R2

Cognitive Attitude - Verbal

Measures R2

Alcohol Beverage Brand Interest 30.10* 6.60

Purchase Intent 12.60 7.20

Apparel Purchase Intent 14.40 4.70

Autos Brand Interest 20.30 6.80

Purchase Intent 16.40 5.20

Banks Purchase Intent 19.70 3.30

Computers Brand Interest 12.60 5.30

Purchase Intent 3.30 6.10

Fast Food Purchase Intent 10.90 2.80

Food Purchase Intent 17.30 6.50

Oil Companies Purchase Intent 8.60 2.30

Financial Institutions Brand Interest 17.00 4.90

Purchase Intent 11.20 9.20

Pharmaceutical Brand Interest 18.90 5.80

Purchase Intent 15.40 7.90

Restaurant Purchase Intent 19.30 7.20

Retail Stores Brand Interest 20.40 13.00

Purchase Intent 18.40 8.60

Telephone Companies Purchase Intent 16.20 2.60

Source: University of Florida 2011

Influence of ‘affective’ (thoughts & feelings) vs. ‘cognitive’ (belief, opinions) on ‘conative’ (behavioral intent) is consistent

95% of mental processing takes place at the unconscious level

Conscious opinions:“what people say”

Unconscious: “what people truly think”

Why Metaphors Matter

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Metaphors are not just images or words but are a way of thinking. Metaphors explain the how’s and why’s of what people say do and feel. We are devoted to metaphor theory while open to methodology:• 1-on-1 • diaries• triads/dyads• observation• online survey•overlays on other quantitative surveys

Metaphor elicitation applications in pharma

Disease state

Question Thoughts and feelings about making treatment choices for hypertension [high blood pressure]

Metaphoric InsightIt’s like going to a large wine cellar with many choices and match-making is hard work and a bit of a gamble

ApplicationPositioning of the therapy brand

Patient Journey

QuestionsWhat compliance means to patients and what it takes to to do it

Metaphoric InsightIt is about staying on the ‘straight and narrow’ path; key difference is that patients thinks getting support is critical while physicians thought having knowledge was

ApplicationDesign of support tools for compliance or adherence and improving quality of physician patient dialogue

Metaphor elicitation applications in pharma

Communications testing

QuestionSelecting among four advertising concepts which will best inspire action across the stakeholder groups

Metaphoric InsightOne of the concepts was seen as a a new run and generated excitement and a willingness to try

Application Deciding which of four concepts to move ahead with

Positioning testing

Question What are the emotional attributes and benefits triggered by new product concept

Metaphoric InsightNew therapy seen as a strong attacker that puts physicians in a state of control

Application Positioning new therapy on functional as well as emotional attributes

How patients metaphorically ‘frame’ taking medication

It’s like eating an apple

It’s like using a wrench

It’s like an experiment

It’s like drinking water

It’s a healthy habit. It’s part of managing my health and controlling my destiny

These patients feel…motivated, inspired, hopeful

It’s like a repair. I feel it tightens everything. It fixes the problem

These patients feel…pragmatic, practical, empowered

It’s trying an option. I feel helpless to choose another option

These patients feel…cautious, unsure, powerless

It’s a daily necessity. I am a slave to it

These patients feel…obedient, dutiful, compliant

COGNITIVE QUESTIONS

VISUAL EXERCISES

In-person/online approach to metaphor elicitation

10-30 MINS

SCREENER QUESTIONS

SAMPLE APPROACH:

•12 1-hour live customer interviews (4 each of 3 customer segments)•150-200 online surveys (50-70 each of 3 customer segments TBD)

Sample participant script does the online exercise work?• Please imagine Brand x as a

person. Pick an image that captures the personality of that therapy.  – There will be many images to choose from so

feel free to scan multiple pages before choosing. Click on the 'More Images' button to see more images. If you want to deselect a chosen image, just click on the image to the right above the submit button. When you are done, click submit.

• Please describe this image with as much detail as possible. At this point, only describe what you see. – Please use complete sentences and at least 10

words.

• How does this image capture the personality? – Please use complete sentences and at least 25

words.