Visual thinking is involved in all that we do. Cognitive structures for visualization emerge early in life and remain in place our entire life; they are one of our most powerful and enduring means for organizing experiences into perception. We think in images. We use them to build our understandings, our memory and to produce more and new mental images of what we know and want.
Well documented in the research tradition of projective testing, people engage cognitively more fully when presented with stimuli that is less 'complete'. Cartoon-like imagery engages respondents in perceptual gestalt processes for constructing meaning that is simultaneously specific and expansive. People like to react to what they see. They enjoy the full range of cognitive and emotional resonance that accompanies visual engagement and they like to share their reactions.
ConceptCartoons content reflects the respondents' personal or professional context, complete with problems, pains, needs and proposed solutions, undefensively and with a touch of humor. Using ConceptCartoons in concept research affords access to inner feelings, perceptions and awareness that otherwise might not surface using conventional expensive-looking agency-produced creatives.