From Conga Consulting

1. Metaphor Elicitation Research

2. Our Approach is…
• Predicated on two foundational, connected beliefs
 Compelling evidence from neuroscience that human
behavior is more influenced by emotions than rational
thought
 Best way to understand emotions is through metaphor
elicitation research

3. Product Category Conative Attitude
Affective (Emotional) Attitude
- Visual Measure R2
Cognitive Attitude - Verbal
Measures R2
Alcohol Beverage Brand Interest 30.10* 6.60
Purchase Intent 12.60 7.20
Apparel Purchase Intent 14.40 4.70
Autos Brand Interest 20.30 6.80
Purchase Intent 16.40 5.20
Banks Purchase Intent 19.70 3.30
Computers Brand Interest 12.60 5.30
Purchase Intent 3.30 6.10
Fast Food Purchase Intent 10.90 2.80
Food Purchase Intent 17.30 6.50
Oil Companies Purchase Intent 8.60 2.30
Financial Institutions Brand Interest 17.00 4.90
Purchase Intent 11.20 9.20
Pharmaceutical Brand Interest 18.90 5.80
Purchase Intent 15.40 7.90
Restaurant Purchase Intent 19.30 7.20
Retail Stores Brand Interest 20.40 13.00
Purchase Intent 18.40 8.60
Telephone Companies Purchase Intent 16.20 2.60
Source: University of Florida 2011
Influence of ‘affective’ (thoughts & feelings) vs. ‘cognitive’ (belief,
opinions) on ‘conative’ (behavioral intent) is consistent

4. 95% of mental processing takes place at the
unconscious level
Conscious opinions:
“what people say”
Unconscious:
“what people truly think”

5. Why Metaphors Matter
5
Metaphors are not just images or words but
are a way of thinking. Metaphors explain
the how’s and why’s of what people say do
and feel. We are devoted to metaphor
theory while open to methodology:
• 1-on-1
• diaries
• triads/dyads
• observation
• online survey
•overlays on other quantitative surveys

6. Metaphor elicitation applications in pharma
Disease state
Question
Thoughts and feelings about making
treatment choices for hypertension [high
blood pressure]
Metaphoric Insight
It’s like going to a large wine cellar with
many choices and match-making is
hard work and a bit of a gamble
Application
Positioning of the therapy brand
Patient Journey
Questions
What compliance means to patients and
what it takes to to do it
Metaphoric Insight
It is about staying on the ‘straight and
narrow’ path; key difference is that
patients thinks getting support is critical
while physicians thought having
knowledge was
Application
Design of support tools for compliance or
adherence and improving quality of
physician patient dialogue

7. Metaphor elicitation applications in pharma
Communications testing
Question
Selecting among four advertising
concepts which will best inspire action
across the stakeholder groups
Metaphoric Insight
One of the concepts was seen as a a
new run and generated excitement
and a willingness to try
Application
Deciding which of four concepts to
move ahead with
Positioning testing
Question
What are the emotional
attributes and benefits triggered
by new product concept
Metaphoric Insight
New therapy seen as a strong
attacker that puts physicians in
a state of control
Application
Positioning new therapy on
functional as well as emotional
attributes

8. How patients metaphorically ‘frame’ taking medication
It’s like eating an
apple
It’s like using a
wrench
It’s like an
experiment
It’s like drinking
water
It’s a healthy habit. It’s
part of managing my
health and controlling
my destiny
These patients feel…
motivated, inspired,
hopeful
It’s like a repair. I feel it
tightens everything. It
fixes the problem
These patients feel…
pragmatic, practical,
empowered
It’s trying an option. I
feel helpless to choose
another option
These patients feel…
cautious, unsure,
powerless
It’s a daily necessity. I
am a slave to it
These patients feel…
obedient, dutiful,
compliant

9. COGNITIVE
QUESTIONS
VISUAL
EXERCISES
In-person/online approach to metaphor elicitation
10-30 MINS
SCREENER
QUESTIONS
SAMPLE APPROACH:
•12 1-hour live customer interviews (4 each of 3 customer segments)
•150-200 online surveys (50-70 each of 3 customer segments TBD)

10. Sample participant script does the online exercise
work?
• Please imagine Brand x as a
person. Pick an image that
captures the personality of that
therapy.
– There will be many images to choose from so
feel free to scan multiple pages before
choosing. Click on the 'More Images' button to
see more images. If you want to deselect a
chosen image, just click on the image to the
right above the submit button. When you are
done, click submit.
• Please describe this image with
as much detail as possible. At this
point, only describe what you see.
– Please use complete sentences and at least 10
words.
• How does this image capture the
personality?
– Please use complete sentences and at least 25
words.