Forethought has developed MetaFore™, a brand and communications research method that uses animated metaphors to capture and quantify consumers’ primary emotional responses to communications, brands and advertising.

Now brands and advertisers can identify and target the specific mix of emotions needed to activate purchase intent and grow market share.

About MetaFore™

MetaFore™ consists of a set of non-verbal, animated scales. Each scale represents a primary emotion (based on a suite of positive, negative and neutral emotions) that is related to purchase decisions. Each scale is anchored by a metaphorical domain that best represents the emotion.

How you can use MetaFore™

You can use MetaFore™ to assess your consumers’ and potential consumers’ levels of emotional engagement when exposed to your advertising, communication or brand. MetaFore™ can assist you to frame your communications based on the emotional or rational drivers of market share growth in order to optimise consumers’ levels of engagement, positively impacting and altering their perceptions of brands.

To find out more about the power of metaphors, watch this TED talk by author and journalist James Geary.

Animated Scale