today's questions, tomorrow's answers

Products & Services



Brainspade is our primary online qualitative research product that researches how people think and feel about brands, issues, products, services and topics at both a conscious and subconscious level.

Brainspade uses the principles of metaphor elicitation combined with a structured questioning process to "dig out" deeper meaning relating to what people say they believe ("espoused theory") and what people actually do (theory-in-use").

The goal of metaphor elicitation research is to better understand people’s thoughts and feelings – their goals, needs, desires, and values about a particular topic. This research technique can provide considerable insight into people and why they behave as they do.

The technique is based, in part, on the fact that most human communication is nonverbal, much of which is visual. Metaphor elicitation findings are also consistent with research showing that people use sensory experience to make decisions and to express abstract ideas. This indicates that sensory images are important media of communication.

Brainspade provides a holistic summary and collage of how people (your customers or staff) think and feel about your brand or any of the issues mentioned above.