Free Associative Profiling on Sound Logos –
an Exploratory Study
Speaker: Julie Winther (DELTA SenseLab, Denmark)
Measurements of meaning within a music/marketing context often rely on self-report measures using scales described by various more or less qualified adjective scales. However, important aspect of musical meaning related to real life concepts or references are in risk of being overlooked when applying measurement scales with pre-selected adjectives.
This study presents a novel method to profile sound logos based on elicited free associations. The study was performed as a pilot study to verify the potential of using free response association to describe sound logos. Significant differences in the number of associations, as well as the valence rating for these associations between the sound logos were found. Additionally each sound logo was characterised by a unique associative space. The study showed potential by providing valuable and unexpected information, which can be used as feedback in creative and strategic processes when implementing sound logos.