Library
Latest Articles Author Index Articles Index PodcastsCareers in Qual
Qual as a career choice A typical qual project Careers FAQResources
Glossary of terms Past, Present, Future Recruiter Accred (RAS) Safety GuidanceQuick Answers
Running Projects Running Groups Books and Reading ListSynesthetic Approach
A Synesthetic Approach asks participants to express associations using the senses, but not give direct feedback. Instead, a synesthetic approach asks people to consider a target via the senses. For example, if Starbucks were a smell, what would it be? If it had a theme song or music, what is it? In this way, we understand what deep-seated sensorial associations people hold with brands and experiences.
Related Terms
About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative
Research, the foremost authority on qualitative practice, training and
innovation, and the global hub of qualitative thinking.
If you are a qualitative research consultant or a business offering qualitative
research services, please consider joining the AQR and supporting the organisation.