Metaphor elicitation (OMET) is a powerful tool to leverage for the purposes of understanding the underlying and non-conscious associations that shape consumer perceptions.
Some people typically have difficulty answering certain questions in research predominantly relying on System 2 approaches.
Using emojis allows us to engage respondents and encourage them to draw on a broad lexicon of culturally significant signs and symbols to express themselves.
They serve as a way of encouraging respondents to be creative in their responses and convey deeper meaning without overthinking it.
Most of the time, system 1 thinking does not need any assistance from system 2. Our days revolve around a series of predictable events and routines. But, only utilizing system 1 thinking can produce incorrect information or, in other words, make errors of bias.
MDRG bases our research projects on incorporating both system 1 and system 2 thinking to provide greater value to our clients.