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:

Transformation :

How Changes in Substance and Circumstances Affect Consumer Thinking

Transformation involves changing states or status.  Physically we can go from being “laid low by a cold” to being “up and about,” and an antidepressant medication can change a depressed person’s outlook on life. Emotionally, if we undergo a major life change, we talk about needing “attitude adjustments” or “turning over a new leaf.”  Mothers often think of their roles as transformational; that is, to ensure that their children grow- or transform- physically and emotionally into healthy, functioning adults.  But perhaps nothing connotes transformation better than nature’s ultimate vision: a humble caterpillar’s changing into a beautiful butterfly.  Hence, we see butterflies used in hospital designs and in advertisements promoting sleep aids.  Transformations can be surprising or expected.  Consumers may actively seek or avoid them.  For example, children put on makeup to play adult roles whereas adults use makeup to retain a youthful appearance.