1. MSS-toolkit & sculpture
Participants explore the MSS-toolkit which contains materials that pre-activate different senses involved in the original brand experience. Subsequently, participants build a sculpture representing the meaning of a brand or of a particular experience.
2. Projective interview
The sculpture serves as stimulus for a projective interview in which participants explain the meaning of single materials, the materials’ overall arrangement, and how the sculpture expresses the brand’s meanings.
3. qualitative data analysis
Trained researchers analyze participants’ stories with a focus on verbal and non-verbal metaphors, identify key brand meanings and derive key insights and managerial implications.