Leo Burnett Rolls Out MetaphorMining Qual Platform

In the US, Publicis-owned ad agency Leo Burnett has launched a qualitative research platform called MetaphorMining, which aims to improve clients' understanding of human behavior, and specifically of how people perceive and relate to brands.

The agency says the new tool 'side-steps' the limitations of other qual forms of research, such as focus groups, while unearthing 'deep-seated beliefs' through the science of metaphor elicitation analysis.

Leo Burnett says the solution, developed in conjunction with brand consultancy Protobrand, enables it to apply visual psychology techniques, and to conduct brand metaphor research without geographic biases or constraints.

Protobrand CEO Phil Granof explains that the tool bypasses the language centers of the brain, allowing people to avoid scripted, socially constructed responses and 'reveal themselves more completely'.

Leo Burnett's Chief Strategy Officer Stephen Hahn-Griffiths (pictured) adds: 'MetaphorMining is a breakthrough in understanding human behavior. It allows our agency to move beyond a superficial understanding of what people perceive about brands, categories and competitors, resulting in more humanly-informed marketing strategies for our clients.'

Web site: www.leoburnett.com and www.protobrand.com .