Beyond the approach

Metaphor Elicitation was launched into the world with a simple premise — that people think in images, not words.

The technique leverages this reality, using metaphoric images and techniques from the worlds of neuroscience and psychology to uncover how people really think and feel.

The why behind the what

Metaphor Elicitation is a deeply powerful qualitative approach, developed at Harvard, and perfected in the Corporate Research Space.

Using participant-sourced imagery, the approach is designed to look into not only what people think, but why they think and feel as they do.

Corporate America uses this method to make billion-dollar decisions and the method has been used to launch some of the biggest brands today.

The insights that come from this approach are like none other.