Brands and objects are often inanimate and can be hard to describe. It is far easier to relate to people, so by describing the brand as a person, it becomes easier to articulate what the brand is about. Personification provides valuable information on images and characteristics of products, brands or other subjects. Participants are asked to imagine the subject as a person, and describe the personality, lifestyle and other characteristics.  For example:

A common variation is to ask respondents to imagine the brand as an animal, or as a car, or as some other object, and again to explore the parallels they are thus drawing.

As with all projective content, it is useful to feed participants’ responses back into the discussion.

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