ABSTRACT
The objective of the qualitative component of the research was to evaluate whether an enhanced knowledge of the preference structures, identified by the modified ITR scale, can be useful in helping marketers position products and communicate more effectively with consumers via salient text and visual images. This required the development of a technique to explore consumer reaction to visual imagery and written text, and to examine how consumers value and define concepts related to the modified ITR scale and how such knowledge can aid the synthesis of product promotion with the perceived needs and expectations of the target market. The remainder of the chapter evaluates the process by which the methodology was designed and the key influences acting upon the decisions made.
