Ask Subjects What Kind of Person They Think of When

Multiple Choice

Ask subjects what kind of person they think of when the brand is mentioned: "If the brand were to come alive as a person, what would it be like, what would it do, where would it live, what would it wear, who would it talk to if it went to a party (and what would it talk about) ?" Which of the following qualitative research approaches matches to the approach described above?

A) Brand personification
B) Projective techniques
C) Pyramiding
D) Laddering
E) Visualization