Method and kit for determining consumer preferences

A method for determining consumer preferences for a product line or business service, the method comprising the steps of:

• a) providing a subject for at least one individual to concentrate upon;
• b) providing the individual with a first set of symbolic images;
• c) instructing the individual to sort through the first set of symbolic images and to select images which relate to the subject;
• d) instructing the individual to sort through the images selected in step (c) and to select a predetermined number of images which most strongly relate to the subject;
• e) assigning each image selected in step (d) to one of a plurality of categories;
• f) determining a dominant category expressed by the individual according to the total number of images assigned to each category in step (e), wherein the dominant category has the most images assigned to it and thereby represents preferences the individual has about the subject;
• g) providing the individual with a second set of symbolic images;
• h) instructing the individual to sort through the second set of symbolic images and to select images which relate to the images selected in step (d);
• i) obtaining and documenting verbal observations from the individual regarding each image selected in step (h);
• and
• j) determining a sub-category of the dominant category according to the observations made regarding each image in step (i), wherein the sub-category provides a more detailed understanding of the preferences of the individual about the subject.