Ipsos Encyclopedia - Word Association

A series of unrelated words is presented to which respondents respond with the first word that comes to their mind.

Definition

​A series of unrelated words is presented to which respondents respond with the first word that comes to their mind. In qualitative research this process is usually linked to a brand, brand image or a category to gauge whether responses are positive, negative or neutral. The technique is administered verbally. For example "Tell me the first thing that comes to your mind when I say Ipsos?" or write down the first thing that comes to mind when I say Ipsos?

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