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LXB Communication Marketing introduces Metaforte

LXB Communication Marketing of Quebec City has introduced a new service called Metaforte. The service, described by the agency as a "cognitive research program," make use of a software system that, according to the company, "makes it possible to study conscious and subconscious feelings toward brands by exposing participants to selected images, taking advantage of people’s natural tendency to express themselves through metaphors." Participants are shown a series of images associated with "families of metaphors described in the scientific literature," and assessed according to their responses. According to the firm, LXB has brought in a doctor of semiotics to validate and optimize the research tool. “Our observations are based on statistical analysis of the images selected and the transcriptions recorded," said André Bouchard, the agency's vice-president of research and strategy. "Our aim isn't to distill information to reach one master conclusion, but rather to make a broader set of observations from a larger number of subjects, giving us the statistical resolution required to observe and compare different segments."

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