MSS | MULTI-SENSORY SCULPTING ®

Consumers often lack the ability to express multi-sensory
and non-conscious thoughts and feelings. Multi-Sensory Sculpting ®
is a qualitative market research method
that supports consumers in expressing this knowledge via metaphors.
MSS provides relevant insights for brand strategy and
brand touch-point development as well as for brand innovation.

Why Multi-Sensory Sculpting ® ?

Consumers experience brands via products, places, people, or brand-related activities and
with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others.
These experiences result in multi-sensory brand knowledge, that is,
knowledge stored in the form of multi-sensory cognitive images at a non-conscious level.
Retrieving multi-sensory brand knowledge requires stimulating those senses that were originally involved in the brand experiences,
since consumers often lack the ability to express non-verbal knowledge verbally (e.g., via questionnaires).
Multi-sensory Sculpting ® allows retrieving non-verbal knowledge
in a metaphoric format that resembles consumers’ multi-sensory cognitive images.

How MSS works

– multi-sensory sculpture –
– projective interview –
– qualitative data analysis –

Applications of MSS

– strategic brand development –
– brand monitoring –
– multi-sensory brand experiences –
– understanding abstract concepts –

MSS - Multi-Sensory Sculpting

Awards received for Multi-Sensory Sculpting ®

E: Science Award of the City of Innsbruck 2014

E: Science Award of the City of Innsbruck 2014

Science Award of the City of Innsbruck 2014

E: Science award 2014 of the „Markenverband

E: Science award 2014 of the „Markenverband

Science award 2014 of the „Markenverband und Gesellschaft zur Erforschung des Markenwesens“ (2nd rank)

E: Young Researcher Award 2013

E: Young Researcher Award 2013

Young Researcher Award 2013 of the „Wissenschaftliche Kommission Marketing im Verband der Hochschullehrer für Betriebswirtschaft e. V.“

E: German Market Research Award / Preis der Deutschen Marktforschung 2012 – Best Paper

E: German Market Research Award / Preis der Deutschen Marktforschung 2012 – Best Paper

German Market Research Award / Preis der Deutschen Marktforschung 2012 - Best Paper

E: TIM –Triconsult Award for Innovative Market Research 2011, 2nd rank

E: TIM –Triconsult Award for Innovative Market Research 2011, 2nd rank

TIM –Triconsult Award for Innovative Market Research 2011, 2nd rank

E: Best Student Paper Award 2011, University of Innsbruck

E: Best Student Paper Award 2011, University of Innsbruck

Best Student Paper Award 2011, University of Innsbruck

Multi-Sensory Sculpting ® has been published in the Journal of Business Research 2013.