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Synovate launches BrandLife, a research solution utilising images instead of words for survey responses


LONDON — Top four global custom market research firm Synovate today announced the global launch of its BrandLife solution, a unique research technique that allows respondents to utilise images instead of words when responding to surveys.

BrandLife allows respondents to select images in response to survey questions and, through careful analysis of the chosen images, their thoughts and feelings on a category, brand or positioning can be determined. The approach, based on proven concepts from Construct Psychology and Behavioural Therapy, helps companies understand their customers’ unique vision and discover the constructs (rules) that govern their decisions.

The technique is based on the notion that all people share a common visual language regardless of culture, age or history. It uses a validated library of thousands of images to decode what people think and feel without relying on them to verbally share, and therefore usually edit, their words. Each component within an image (shape, size, color, angle, etc.) is coded as to its universal meaning and then validated mathematically. This highly researched set of codes has identical meaning across cultures, regardless of the image’s actual content.

“BrandLife helps reveal what’s really going on inside people’s heads and guiding their choices - especially if they can’t rationally articulate it themselves,” said Ged Parton, CEO for Synovate Global Practices and Capabilities. “It addresses clients’ needs that have previously been unmet since BrandLife provides information that people feel is too private to share verbally, information that they are aware of but incapable of communicating for whatever reason, as well as information on their needs and influences, which they may be completely unaware of at the conscious level.”

BrandLife has been utilised by global companies across industries and in more than 90 countries. This flexible and award-winning research method can used in focus groups, one-on-one interviews, as a plug-in within various quantitative studies, and as a standalone quantitative study. It is especially useful for advertising, package and logo testing.

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About Synovate

Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients’ specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes. For more information, visit

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