消費者インサイト発見のための創造的認知におけるビジュアルの効果

抄録

It is difficult to find out what consumers actually demand, in a society with various information and products. Under such circumstances, the importance of finding consumer insight is increasing. However, it is difficult to find out consumer insight. In this paper, the effect of using visuals for the discovery of consumer insight was verified compared with using text. The experiment was conducted with two groups. Each group came up with ideas on two themes. At that time, the following conditions were set: one is to use visuals and the other is to use text. Then, the contents were analyzed using Finke’s Geneplopre model. The result showed that, the number of ideas with visuals were fewer than the number of ideas with text. However, it was implied that using visuals allows for deeper and wider interpretation of ideas, which could lead us closer to true consumer insight.