MuSeS and Pro-SeT. Towards the creation of a new method to investigate the organizational and the brand image

After a thorough review of the literature, a lack of tools able measure the Organizational Image (especially in its symbolic and emotive sides) was observed. In order to overcome this problem, I created and tested a new instrument, called “Multi-Sensory Sort” (MuSeS). Most of the tools created to investigate the Organizational Image are based on questionnaires with attitude scales; this assumes that the brand image is a conscious and fully verbalized construct. I started from another assumption, trying to measure the non-verbal and the unconscious brand image aspects, using instruments derived both from Psychology and Marketing. 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 multisensory stimuli. MuSeS was tested on a total of 198 people. A sample of 448 was also used for the validation tests. Results supported MuSeS reliability and its discriminant, concurrent, convergent, and content validity. Results showed how MuSeS allows us to collect in depth data, otherwise difficult to obtain through other kinds of surveys. The theoretical implications are discussed along with the areas of future research.