A picture is worth more than a thousand words.
That’s a famous figure of speech, but is it also valid for market research? Maybe! We are working on the groundwork, and we will be able to provide an answer to this question soon!
In a recent study, conducted by Carolin Kaiser (GfK Association), Aaron Ahuvia (The University of Michigan-Dearborn), and I, we surveyed more than 500 Facebook users in Germany and in the US, and content-analyzed their uploaded pictures (with permission!). We were interested in learning more about the relationship between consumers’ attitudes and feelings towards brands and their brand-picture posting intention and behavior, respectively. We are currently still in the process of analyzing this data by using machine-learning algorithms and common statistical procedures.
Here is a first press release about the study: Are brand pictures a sign of brand love? (pdf)
Featured pic: CC0 Public Domain;