Brand Value · Associations · Component
The association set
What actually comes to mind, elicited unprompted — because a prepared list can only measure the associations you already knew about.
The deliverable
What it is
Rating scales measure the associations the researcher thought of. Open elicitation measures the ones people actually hold, which is a different and less comfortable list.
Order of mention matters: what comes first is the strongest link and the one that governs behaviour under time pressure.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The elicited
What people say when asked what comes to mind.
3 attributes: Association · Mentions · Average position
LearnThe intended
The associations the organisation is trying to build.
3 attributes: Intended association · From · Priority
LearnThe overlap
How much of the intended set actually arrived.
3 attributes: Intended arriving · Missing · Diagnosis
Learn
Record associations in the respondent’s words before coding them. The coding loses what made the finding useful.
The other components in associations
The scoring
Strength, favourability and uniqueness for each association — because an association scoring well on two of the three does no work.
LearnThe unintended
Associations nobody planned, including the ones that are inconvenient — which is the finding the module exists to produce.
Learn