Visual awareness: A manifesto for market research to engage with the language of images

This paper argues the case for market researchers to use images in order to help marketers understand consumers.

Visual awareness: A manifesto for market research to engage with the language of images

Simon Pulman-Jones and Colin Strong

We represent ourselves using three key ways – action, word, and image. Market research and indeed our wider culture traditionally focussed on the first two. We argue that despite the explosion in the use of images within contemporary culture and society, they have remained an under-explored tool for understanding consumers.

  1. The importance of images
  2. It seems curious that images, so potent and central to human culture since the first cave art, have not played a more central role in market research's...

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