Research Topics:

Product Development Research | Psychological/Emotion Research | Qualitative Research

Industry/Market Focus:

Consumers

Content Type:

Glossary

Anthropomorphic Definition

A research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants' feelings about the object/brand can be determined.

In marketing research, anthropomorphic means attributing human characteristics, traits and emotions to products, brands or services to better determine and understand consumer behavior and preferences. This process allows entities an insight into consumer emotional responses, which can lead to more effective and impactful marketing campaigns that build trust and reliability among customers and businesses. Entities can create narratives around their products and services, which allows business and customers to meet on a more personal level. This technique can enhance the effectiveness of marketing strategies and product development.

Who relies on anthropomorphic?

Among the business sectors using anthropomorphic approaches are consumer goods, technology, entertainment and automotive. Marketing teams, product developers and advertisers utilize anthropomorphic concepts to develop relatable campaigns intended to attract and engage target audiences.

Why should I care about anthropomorphic?

An understanding of anthropomorphic principles can provide valuable insights into consumer preferences and behaviors. Companies and marketers that humanize products and brands can develop stronger connections with customers, leading to brand loyalty, higher customer engagement and better market positioning.