Many people want us to tell them what the images we use mean. Or what the arrangements mean.
Here’s the thing. After watching thousands of people tell us what the same images mean to them, we know it varies. There are some patterns, with about 60% having similar idea, but the rest are all over the map.
Just when we think we have heard it all, someone comes up with something we have never heard before.
This is why we focus on asking participants what the images mean. Even if they don’t think they know, once they get started talking, they discover they do. The story unfolds.