This method provides reliable analyses of opinions and attitudes.

What we do?


This method provides reliable analyses of opinions and attitudes out of an in-depth interview, combined with the clarity of a quantitative analysis


With the help of dichotomous description dimensions (constructs), elements are assigned with individual properties. This is followed by a quantitative evaluation, so that a grid with numerical values is created at the end. This process is repeated until the interviewee can no longer think of any new distinguishing dimensions, i.e.his repertoire of constructs for the given elements is exhausted.


What are typical questions?


• What are the brand attributes that determine positioning?

• Where does my brand stand in the competitive environment? How far away are we from the determining factors among competitors?

• What makes an ideal brand?

• How can I strategically align my brand?


How does it help?


• 3-dimensional location of the brand in the property space

• Analysis of the strengths and weaknesses of the brands in the competitive environment

• Deeper understanding of consumers' motives, attitudes and values

• Individual consulting on the strategic alignment of the brand


Key Infos

When to use?

In the strategy phase for brand positioning

Combine with

Target Group Segmentation, Potential Analysis

Variants and options

From the perspective of internal stakeholders, from the consumer's point of view, or by reconciling both


What can be tested?

There are no specifications for survey topics. The method is particularly well suited for measuring attitudes and values of participants. Thus it can be used well for brand positioning. But other qualitative questions can also be collected and quantified well. 

How long does the preparation take?

Typically, approx. 2 weeks from commissioning must be expected. During this time, we work out a recruitment procedure in close consultation with you. Furthermore, a selection of elements will be made which will be included in the survey concept.

What does the output look like?

The central visualization tool is an image mapping in the form of a globe, which can not only be viewed from all sides, but into which one can literally dive. The evaluated image carriers are arranged in this globe in such a way that the distances between them reflect the similarity or difference of the objects.

The image dimensions are projected into this arrangement of image carriers. Also here, a small distance indicates that the image carrier is very strongly associated with the image dimension. Each image dimension mentioned is fitted into the 3D mapping by the software, so that ultimately no individual perception of a test person "falls under the table".

In order to keep track of the multitude of dimensions, factors or generic terms for neighboring dimensions can be defined afterwards, but each individual response remains comprehensible in the representation. 

Michael Wörmann

Managing Partner

+49 89 2050 5560 

m.woermann (AT)