Seven GIANTS :

In some twelve thousand in-depth interviews for more than a hundred clients in over thirty countries, seven deep metaphors have surfaced with the greatest frequency in every sector- finance, food, transportation, and so forth- and in every country, regardless of the research team.

People who otherwise differ in cultural background, age, gender, education, occupation, political values, consumer experiences, basic beliefs, religious preference, and almost anything else we can name share these seven giants. Click on the numbers to explore:

Balance :

How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking

Balance (imbalance) includes the ideas of equilibrium, adjusting, maintaining or offsetting forces, and things as they should be. It has many flavors, including physical balance, moral balance, social balance, and aesthetic and psychological balance. In diet and eating, consumers reveal imbalance in expressions about being overweight or stuffed, while foods that complement each other reflect balance.  Social imbalance appears in utterances about marrying above or below one’s status, while employment balance turns up in equal opportunity policies, getting one’s due, or earning grades. People express psychological imbalance when talking about being out-of-sorts, down, and feeling off, and psychological balance when they say they feel centered, feel inner peace, or are back on track.