Word association

This is based on the assumption that if a question is answered quickly and spontaneously, subconscious thoughts are revealed, because the conscious mind does not have enough time to think up something else. This approach is sometimes used to test proposed brand names and ensure that they have favourable and appropriate associations for the new product or service.

For example, 'What is the first thing that comes into your mind when you hear the word "Sharran"?' could have been used to test the UK launch of the Volkswagen MPV. Test names are normally included in a list of other words._

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