A few weeks ago, Brandwatch launched Image Insights, the image detection and analysis tool. Basically, the finding based on which this new methodology has emerged is that 80% of the images online containing a brand’s logo don’t reference the brand name in the accompanying text.

In this context, I just started thinking about all market researchers who came at least 10 times during their professional lives across the question of the declarative level of answers gathered from respondents. Combining this overheard downside of market research methodologies with the well known cliche of “a picture telling a thousand words”, using images across various activities is the new norm.

Firstly, it emerged in the qualitative area, where new projective tools appeared, based on the exact understanding of how visual imagery has potentially powerful effects on human psychology. Images grab our attention and thus help us explain tough concepts, express our feelings more easily and ultimately reveal our inner ideas, perceptions and beliefs that might sometimes be too difficult to do using just words.

Secondly, images have the power to connect with people instantly and emotionally. This is one of the basic understanding of how image-driven social media such as Facebook, Instagram and Pinterest work. Sometimes, people just upload a picture with one or two hashtags, no other description being needed. We are visual individuals and feel instantly attracted to images, logos, ads etc. In this context, there is an increasing need of decoding pictures’ content and of understanding how we can make use of them in advertising. But decrypting a picture’s elements is not sufficient in the vast era of images we are living in. The quantitative factor needs to be added, because people of different countries and cultures are all unified on social media and are interconnected based on the different brands they use.

On this exact basis of how images work and the effects they produce, different tools such as Image Insights have been developed. I strongly believe that imagery is a powerful tool both in personal and professional lives, for expressing ideas, eliciting emotions, or turning an abstract idea into a more tangible and emotionally driven result. And now it’s time to make the best of image-driven social media and the insights they can generate for brands and products.

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