2016 QRCA Worldwide Conference on Qualitative Research
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Maria Kreuzer talks Brand Sculpting

Posted By Susan Abbott, ARC Strategy Ltd / Think Global Qualitative, Wednesday, March 9, 2016
Updated: Wednesday, March 9, 2016

We asked Maria Kreuzer if she can give us a hint about what brand sculpting is all about, and why she is looking forward to Vienna.

What excites you about the Vienna Conference?

Science in the 21st century aims to understand non-conscious processes of the human brain and the interplay between body, mind, and brain. Cognitive psychology has laid foundation for this thrilling challenge. Vienna with its very long history in psychology, its great personalities like Sigmund Freud, and its scientific and artistic nature is the perfect place for mind-opening ideas and multi-sensory experiences transforming and advancing our thoughts and behaviors.  


The goal is to leave attendees transformed. How do you see your presentation contributing to that transformation?

I am happy to present Multi-Sensory SculptingĀ®, the joint work of my colleague and friend Sylvia von Wallpach and me. Multi-Sensory SculptingĀ® allows retrieving multi-sensory and non-conscious consumer (brand) knowledge via sculptures. In in-depth interviews respondents describe their brand sculptures. Retrieving consumer (brand) knowledge via sculptures is transforming non-conscious sensory thoughts into concrete physical manifestations. In describing their sculptures, respondents get aware of thoughts and ideas they were not consciously aware before. A really creative and transformative act.

Conference participants have the chance to actually experience this mind-opening transformation by building their own brand sculpture backstage. So come and join me!

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Tags:  #WWQual  Brand Sculpting  Maria Kreuzer  Vienna 2016 

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