Research Topics:

Psychological/Emotion Research | Qualitative Research

Industry/Market Focus:

Consumers

Content Type:

Glossary

Association Technique Definition

Technique in which participants are asked to respond with the first thing that comes to their minds when presented with some form of stimuli.

What is the association technique in marketing research?

The association technique is a projective method used in qualitative marketing research to uncover underlying thoughts, feelings and attitudes that respondents may not readily express. It involves presenting participants with a word, phrase or stimulus and asking them to respond with the first thing that comes to mind. The technique assumes that these immediate associations reveal deeper connections, beliefs or perceptions tied to brands, products or concepts.

How does the association technique work?

Researchers provide respondents with a stimulus – such as a brand name, product image or advertising slogan – and ask for spontaneous reactions. Responses may be single words, short phrases or even stories depending on the study design. The researcher then interprets patterns in the associations to identify common themes or emotional undercurrents. Variations of the technique include:

• Word association: Respondents say the first word they think of when given a prompt

• Sentence completion: Participants finish incomplete statements to reveal hidden attitudes

• Story association: Individuals create short narratives around a product or concept

Key aspects of the association technique

• Indirect approach: Encourages spontaneous responses instead of deliberate or filtered answers

• Flexibility: Can be adapted with words, pictures or scenarios depending on research goals

• Exploratory nature: Uncovers hidden or subconscious attitudes that structured surveys might miss

• Qualitative depth: Provides insights into emotional and symbolic meanings tied to brands or products

Why is the association technique important in marketing research?

1. Reveals subconscious drivers. Helps researchers understand motivations beyond rational decision-making.

2. Improves brand positioning. Identifies emotional connections that strengthen brand identity.

3. Supports advertising development. Evaluates how consumers react to messages, imagery and slogans.

4. Enhances consumer insight. Captures the nuanced ways people perceive and relate to products.

Who relies on the association technique?

• Brand managers seeking to uncover deeper consumer perceptions of their brand

• Advertising agencies testing campaign language and imagery

• Market researchers conducting exploratory studies in early product development

• Consumer psychologists analyzing symbolic meaning behind purchasing decisions

How do researchers use the association technique?

Researchers often apply association techniques in focus groups or in-depth interviews to prompt unfiltered responses. For example, a beverage company might ask respondents what comes to mind when they hear “refreshment” or show an image of a soda can and request a word association. The resulting clusters of words and themes can guide how the brand communicates values, differentiates from competitors or connects emotionally with consumers.