Simile is a metaphor recognition tool to reveal deeper insights into the consumer psychology.
 
 
 

You know there is a story somewhere in your numbers.

You dig deep – spending hours mining data including that from traditional quantitative. But it never seems to be the full story. Simile sheds light on the thinking hidden within statistics, blending the scalability and precision of quant with the revelatory power of Deep Metaphors™.

Simile is a proprietary metaphor recognition and measurement survey tool designed explicitly to see into the conscious and unconscious minds of your consumers.

What is Simile?

Simile is a proprietary metaphor recognition and measurement survey tool designed explicitly to see into the mind of your consumers. Simile draws on an exclusive library of universal images curated by 20+ years of metaphor theory and Deep Metaphor™ research.

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How Simile Works

Consumers are asked a research question customized to elicit both System 1 and System 2 thinking. To respond, consumers choose images from our proprietary database that capture their conscious and unconscious thoughts and feelings. They share with us what those images symbolize in a  gamified online platform –their engagement gives you better and richer data.

Your Simile team analyzes and quantifies the metaphor and emotion content to deliver a visually compelling and implications-rich report.Simile may also be combined in a "meeting of minds" customized plan with other tools such as ZMET, MobE Mobile Ethnography, or Implicit Association Testing.

 When to use it and what you will learn

How consumers feel when they encounter your brand

Concept Testing 

How are consumers feeling as they view your ad, animatic, storyboard?

Analyzing your brand perceptions over time

Brand Tracking

How are perceptions of your brand shifting over time?

Analyzing different consumer groups’ conscious and unconscious feelings about a brand”

Segmentation

What is in the mind of different groups of consumers?

Looking at how your colleagues interact and view their roles

Employee Experience 

How are your colleagues viewing the company and their roles in it?

Analyzing how consumers experience your brand, product or service

Consumer Experience (CX)  

How do your consumers feel, but could never tell you, as they interact with your product or service?

 The Simile Team

Simile is a partnership between the qualitative nerds at Olson Zaltman and the stats geeks at DeriveOne.

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Best-in-class research in metaphor elicitation, emotions, and System 1 qualitative research.Innovation leader in System 2 quantitative behavior research and analytics, founded by two former executives from Microsoft.

Next up: MobE 

Take a real-time look into your consumer’s everyday life.