More about Word Concept Association
Word Concept Association involves presenting participants with disconnected concepts or ideas through visuals or words (called stimulus words), often using flashcards or spoken words. Participants respond with the first word that comes to mind. This technique helps researchers understand thought processes, recall, and mental associations. In design, it reveals user acceptance of concepts, products, or services by clustering memorable features. It is also used in psychology to explore individuals’ personal worlds.
Types of Word Concept Association
Word Concept Association can be of four types – The respondents may be allowed to associate freely (free association) or responses may be limited to specific categories, to synonyms, to terms within a certain context, or to choose among alternatives (controlled association). The participants are shown the stimulus words just once (discrete) or a multiple number of times (continuous). This can be understood in the table below:
Method
Purpose
Advantages
Disadvantages
Free (Participants can categorize associations as they please).
Free associations allow for participant-driven discoveries, limiting any preconceived barriers by the designer.
- Lends the users more flexibility.
- Chances of identifying criticalities are higher.
Different participants may cluster response words differently which can add complexity when consolidating findings.
Controlled (Participants can categorize associations based on pre-defined categories set by the researcher, pre-defined synonyms or to pre-defined terms).
Controlled association assumes that the researcher knows the categories or contexts that matter to the participants and/or to the research project.
It is an observational probing technique for the researcher as they have set the pre-defined criteria for categorizing different words into clusters. Participants are primed and choose within a laid out framework.
The users have lesser flexibility in word association. The method assumes that the researcher is completely aware of the project which may not always be the case.
Discrete (participant is presented the stimulus word only once).
To limit responses and keep associations focused.
Focused, quick, and easy analysis.
Not as in-depth.
Continuous (participant is presented the stimulus word a number of times).
To keep building on user associations to concepts.
Elaborate, detailed and validations associated with repetition of words.
Complicated analysis and time-consuming activity.
Advantages of Word Concept Association
1. Online word concept association tools
Online tools enable much larger sample sizes than traditional methods, expanding reach and data collection efficiency.
2. Rich insights with small samples
This method can generate insights from as few as 25 participants, equivalent to what other methods might require hundreds to achieve.
Challenges of Word Concept Association
1. Participant vocabulary
Success depends on participants’ vocabulary and language, especially when responses are limited to predefined categories.
2. Strict guidelines
Participants must adhere strictly to researcher instructions for consistent and reliable data.
3. Record findings
Accurate recording of each exercise iteration is crucial; missed data can significantly affect results.