The BrandLife solution lets respondents select images in response to survey questions, to express their thoughts or feelings about a product, brand or idea.

The firm said the technique, which has already been used with clients in a number of markets, is based on the notion that we all share a common visual language regarldess of culture or age. Visual aspects of an image such as its shape, size, colour and composition are coded to pin down its universal meaning, regardless of the cultural context or even what the image actually shows.

People’s selections can be used to understand their response to a question or stimulus – getting around the problem of people rationalising and editing themselves as they translate their thoughts into words.

“BrandLife helps reveal what’s really going on inside people’s heads and guiding their choices – especially if they can’t rationally articulate it themselves,” said Synovate’s Ged Parton.