Market Overview

National Study "Mood of the Nation™" Predicts US Election to be Won with the Theme of "Comfort."


Metaphor of the Month™ for October is “The Road to Comfort.”

Boston, MA (PRWEB) November 01, 2012

Protobrand, a research and branding firm headquartered in Boston, MA, released results today of a pulse check of the national mood. October's “Metaphor of the Month™” is “The Road to Comfort.”

“Mood of the Nation” is a pulse check of a nationally representative sample surveyed through Protobrand's online metaphor elicitation tool Meta4 Insight™. “In conjunction with the standard consumer sentiment indices from the Conference Board and the University of Michigan,” explains Anders Bengtsson, President of Protobrand, “Mood of the Nation provides a complete picture of how people feel, providing the ‘why' behind the numbers. With Meta4, participants use imagery in an online environment to express themselves, allowing us to extract the underlying emotional and cognitive frameworks they use to make sense of the world around them.”

“Taking a non-partisan independent position, we see that when Americans think about their decision in the upcoming Presidential election, they are grappling with underlying feelings of comfort versus discomfort,” says Phil Granof, Protobrand CEO. “Our research revealed six personae all driving down the highway of life, all with different attitudes around comfort. For example, we have identified one segment called the “Engineers,” who believes that they need to build both the car and the road, and remain steadfastly self-reliant on their journey to comfort. They have strong faith in the power of their own choices, sacrifices and hard work. Winning the vote of the metaphorical Engineer mindset could influence the outcome of the election.”

About Meta4 Insight™
Meta4 Insight™ builds upon decades of academic thought and scientific research into the workings of the human mind. Metaphor elicitation is a well-known technique among market researchers for tapping into consumers' deep-seated feelings and underlying motivations. Ensuring data saturation, Meta4 uniquely conducts this technique in an online setting, using a proprietary image database to reveal people's unconscious minds.

About Protobrand Sciences, Inc.
Headquartered in Boston, MA, Protobrand is an independent research and branding agency driven by consumer insight. By uncovering the rich, unseen motivations behind human behavior, Protobrand develops strategic and creative solutions that result in emotionally resonant brand relationships. Clients include global and nationally recognized brands such as Lee, Ocean Spray, Taco Bell, Nivea, Bank of America, Reebok, Toyota, and Wrigley.

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