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:

Connection :

How the Need to Relate to Oneself and Others Affects Consumer Thinking

Connection (disconnection) encompasses feelings of belonging or exclusion: being kept in or out of the loop, identifying with heroes, drawn to celebrities, or breaking up a relationship. We express psychological ownership when we say my brand, my team, my candidate, my kind of person, and MySpace. Feelings of distance and separation from others reflect disconnection, as when losing a friend, missing a pet, or losing a job. Similarly, we cannot shake a cold or get rid of certain people or recurring dreams.  Themes of connection and disconnection factor prominently into consumers’ thinking about marriage and divorce, having or adopting children, sending kids to college, and giving and receiving gifts.