Metoda de colectare a datelor calitative in cercetarea de marketing, in care cei intervievati sunt rugati sa spuna primul cuvant sau prima idee care le trece prin minte cand aud intrebarea cercetatorului; tehnica este folosita pentru a intelege modul de cumparare, advertising-ul, branding-ul etc.
A method of collecting qualitative marketing research data in which respondents are asked to supply the word or idea which first comes to mind in response to a word or phrase given to them by a researcher; the technique is used to further understand shopping, advertising, branding, etc.
