The Association for Qualitative Research
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Synesthetic 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.

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