Olympics & Paralympics
Understanding the world's biggest sporting brand
Using Sense It to get beyond the rational
Feelings are difficult to express.
When we talk about our emotions, we’re more than likely to use a metaphor to help us articulate the way we feel. We talk about ‘feeling close to someone’ or ‘feeling under the weather’, because emotions in and of themselves are intangible.
The same is true of our relationships with brands and design.
We might feel affinity with a brand, but it can be difficult to explain why. As researchers, if we fail to give consumers the tools to help them articulate these emotions, we risk placing too great an emphasis on the more functional aspects of these relationships.
We used SenseIt, a range of multi-sensory tools designed to reveal the emotional response to creative work and brands. This bespoke tool helps us get under the skin of what the Olympics really means to consumers across the world in a way that transcends languages.
Using textures, emoticons & image projectives helps consumers express nuances in design communication effectively – and makes for an inspiring debrief.