Research Topics:

Brainstorming/Idea Generation | Focus Group-Moderating | Focus Groups

Content Type:

Glossary

Expressive drawing Definition

A moderation technique in which participants are asked to express their reaction to a product or service by drawing a picture.

Expressive drawing is a moderation technique – a method to include all participants in a discussion –  in which participants are asked to express their reactions to a product or service through visual representations like drawings or sketches. The intent of this process is to capture individual emotions, perceptions and attitudes towards products, brands or marketing concepts. It aims to uncover deep thoughts and feelings that might not be easily articulated through traditional surveys or interviews. Asking participants to draw offers a non-intrusive way to tap into the subconscious thoughts of consumers. By including visual and emotional dimensions into research methods, marketing strategies can foster stronger connections with customers.

Who relies on expressive drawing?

Marketing researchers, product designers and advertisers incorporate expressive drawing into their studies to gain deeper insights into consumer preferences and emotional responses. By analyzing the drawings, they can understand the visual associations people have with certain brands or concepts.

Why should I care about expressive drawing?

Expressive drawing offers businesses and marketing professors a powerful tool to comprehend consumer sentiment. By studying participant artwork, researchers can decipher unspoken opinions and sentiments that traditional methods might overlook. By shedding light on participants’ underlying feelings and associations, expressive drawing can unveil emotional connections to brands