Seven GIANTS :

In some twelve thousand in-depth interviews for more than a hundred clients in over thirty countries, seven deep metaphors have surfaced with the greatest frequency in every sector- finance, food, transportation, and so forth- and in every country, regardless of the research team.

People who otherwise differ in cultural background, age, gender, education, occupation, political values, consumer experiences, basic beliefs, religious preference, and almost anything else we can name share these seven giants. Click on the numbers to explore: