The Multi‐Sensory Sort (MuSeS)

Luca Cian (Department of Philosophy, Education and Psychology, University of Verona, Verona, Italy)
Sara Cervai (University of Trieste, Trieste, Italy)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 5 April 2011



In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS).


MuSeS, a direct methodology of exploring the consumer's symbolic universe and the unconscious expectations, is composed of a set of projective techniques based on multi‐sensory stimuli.


The results showed how MuSeS allows one to collect in‐depth data, otherwise difficult to obtain through other kinds of surveys.

Practical implications

MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the characteristics that the customer wishes to find in the brand image (brand image future development).


Most of the tools created to investigate the brand image are based on questionnaires with attitude scales; this assumes that the brand image is a conscious and fully verbalized construct. The paper started from another assumption, trying to measure the non‐verbal and the unconscious brand image aspects, using instruments derived both from psychology and marketing.



Cian, L. and Cervai, S. (2011), "The Multi‐Sensory Sort (MuSeS)", Qualitative Market Research, Vol. 14 No. 2, pp. 138-159.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.