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:

Container :

How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking

Containers perform two functions: keeping things in and keeping things out.  They can protect us or trap us, can be opened and closed, and be positive or negative.  They involve physical, psychological, and social states.  We find ourselves in or out of physical shape or condition, in a good or bad mood, stuck in a rut, unable to kick a habit, or born into a social class and family.  We prize our privacy, yet feel that others can read us like a book.  We take time out or get back into an activity, we feel vulnerable or snug and secure, empty or fulfilled, wrapped up in a novel or left out on the street.  We store up our money, energy, and good will.  Memories are one of the most vital containers because they store our individual histories and identities.